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News Plus 12 Jul 2021 - 2 min read

Pepsi adopts new custom built media agency model as OMG retains account

By Josh McDonnell - Senior Writer

PepsiCo has kept its media business with Omnicom Media Group after it came up with a new dedicated agency called Trio to service the account. Pepsi ANZ marketing boss Vandita Pandey thinks the new approach will be "transformative".

What you need to know:

  • PepsiCo Australia has reappointed Omnicom to its media account.
  • The group has created a custom-built agency to service the business, called Trio.
  • Headed up by PHD National MD Stuart Bailey, the agency will assist in developing Pepsi's digital marketing function.

New generation

PepsiCo Australia has reappointed Omnicom Media Group to lead its media account, with the holding company employing a custom-built dedicated agency, Trio, to secure the win. PHD had held the account, but the new unit will draw in wider OMG capability.

Headed by Managing Director, Stuart Bailey, who also continues in his role as National MD for PHD, Trio’s primary remit will be to transform PepsiCo’s media function with a focus on developing brand strategy, consumer segmentation and data-driven marketing.

The review was conducted in-house under the direction of Pepsi ANZ marketing boss Vandita Pandey, who took the job last December.

“OMG outlined a strong vision that was forward-thinking and demonstrated a transformative approach that was thorough, inclusive of new talent/team structure, new processes, new platforms/technology and access to new data sources. We are really looking forward to working and partnering with Trio," said Pandey.

Bailey told Mi3 that PepsiCo has sought "more than a media agency" from a partner that could bring together media, creative, and data together and deliver integrated marketing solutions.

PepsiCo's creative also sits within the Omnicom stable – led by TBWA.

"It is so exciting to have the opportunity to completely tailor an agency from the bottom up for a client; add to this the client having some of the world’s most iconic brands – that is where the magic happens," Bailey said.

Meanwhile, Coca-Cola continues its review of its agency relationships, with its global review across creative and media called last November understood to have a direct impact locally. It could see the $20m South Pacific account (handled by UM) folded into a global remit.

The retention is the second for Omnicom this month, following OMD being reappointed to Telstra's Belong account.

It strikes another brand off the long list of major companies pitching in 2021 so far, including IAG (Brent Smart breaks down the pitch process), Afterpay, Toyota, the Australian Government, SA Tourism and the Victorian Government.

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