EPISODE · Sep 9, 2026 · 5 MIN
Publicis Takes PepsiCo, Withdraws From Coke
from Advertising in Five
Publicis wins PepsiCo global media, exits Coke review. Publicis Groupe has taken PepsiCo's media business across 200-plus markets and has reportedly stepped back from Coca-Cola's review, a conflict call that narrows the field in the year's biggest pitch cycle. (Brand Spur, Marketing Magazine Asia) Agencies expect stronger 2027 despite AI and budget pressure. Bloomberg reports advertising firms in the US and Europe are contending with AI disruption and tighter marketing budgets, but sector prospects are improving, setting the expectation backdrop for headcount and client budget talks. (Bloomberg Business) Media Leader column argues transparency pressure will speed in-housing. Nick Manning writes in The Media Leader that the legacy media agency model, propped up by non-transparent revenue, is dying, and that its replacement will accelerate clients moving planning and buying in-house. (The Media Leader - News analysis, opinion and insight for media and advertising professionals) Accenture names Emma Chalwin chief marketing officer. Accenture has filled a long-vacant CMO post with technology marketing veteran Emma Chalwin, per Adweek, a signal of which backgrounds enterprise services firms are recruiting for marketing leadership. (Adweek, Investing News Network) Also moving today: Analyst Sees Industry Shifts In The Wake Of PepsiCo's Media Move (MediaPost) Advertisers Want More Brand Safety, Prompt-Matching, Incrementality Tracking From ChatGPT Ads (Adweek) Deutsche Bank backs UK media, raises WPP target and cuts Canal+ (Proactiveinvestors UK) Cannes Lions 2026 report identifies four trends reshaping brand creativity (Indian Television Dot Com) Get Advertising in Five in your inbox every weekday: https://advertisinginfive.com
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What this episode covers
Marketing Magazine Asia reports PepsiCo named Publicis Groupe its exclusive lead global media partner across more than 200 markets with no traditional pitch, and Brand Spur reports Publicis has withdrawn from Coca-Cola's global media review. Bloomberg reports ad firms are absorbing AI pressure and tighter budgets at once, while The Media Leader carries Nick Manning's argument that the extractive agency model is giving way to client in-housing. Accenture named Emma Chalwin chief marketing officer effective October 1, and MediaPost reports Omnicom stock is down about 6 percent since the PepsiCo shift.
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Publicis Takes PepsiCo, Withdraws From Coke
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