Publicis Groupe has been named PepsiCo’s new media agency for China, the companies confirmed today. The award follows a formal review led by Ebiquity.
WPP was the incumbent on the business.
According to media agency tracker RECMA billings on the account total $458 million annually.
To service the account, Publicis Groupe has created PLUS+ by Publicis, a dedicated unit led by Zenith. The agency said it is inspired by “PepsiCo’s aspirations of Faster, Stronger and Better.”
The scope covers integrated media planning and buying duties across PepsiCo’s beverage and food brands in mainland China, including Pepsi, Mirinda, 7Up, Gatorade, Bubly, Lay’s, Quaker, Doritos and Cheetos. This win marks Publicis Groupe’s entry into PepsiCo’s roster of agencies in China.
A three-year contract for the assignment began April 1.
The win continues a recent streak of big media awards for Publicis Groupe. Last month AB InBev consolidated most of its global media account (90%) with the Paris-based holding company.
The firm won Norwegian Cruise Lines (via Digitas) in February, and big pieces of KFC and McDonald’s in January.
Those wins followed a stellar 2021 new business effort. Agency consultant R3 Worldwide estimates that the firm racked up nearly 900 pieces of new business accounting for about $560 million in annualized revenue.
Major wins included Stellantis, Walmart and Facebook parent Meta.
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