PepsiCo game for another agency?

PepsiCo is looking for another agency to handle the creative duties for one of its brands

Beverages major PepsiCo is looking for another creative agency for one of its brands. It has already invited agencies and the pitch will take place in August-September. The development has been confirmed by Pratik Pota, EV-P, marketing (flavours).

So far, JWT has been handling the creative duties for the Pepsi portfolio. The beverage Goliath plans to bring in another agency to handle a few of its brands. Says Pota, “JWT has been with us for really long. PepsiCo is looking at expanding the portfolio. As such, we are now looking at agencies to handle a part of our business.”

Pota refused to divulge the brand for which the pitch is being called, though he confirmed that five agencies have already been asked to make a presentation. A source close to the development has revealed to agencyfaqs! that PepsiCo is looking for a fresh perspective for its non-cola brand 7Up. It has invited agencies to make a presentation only for 7Up.

Pota, however, dismissed this as a speculation. According to him, PepsiCo has so far not decided which brand(s) the new agency will handle.

Globally, PepsiCo's agency is BBDO. But this has not been applied to India, where JWT has been working on the account for 18 years.

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