OMD | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||(212) 590-7100|
|Main Fax||(646) 278-3000|
|Chris G.||President, National Broadcast||NY|
Sample of Associated Brands
|Kenneth C.||Chief Information Officer & Senior Vice President||NY|
|Mainardo d.||Chief Executive Officer - OMD Worldwide||NY|
|Daryl S.||Chairman & Chief Executive Officer - Omnicom Media Group||NY|
|Page T.||Chief Executive Officer - OMG North America||NY|
|*-*** ******||media buying||2014||present||*|
|***-******* **** *****||media buying & planning||unknown||present||*|
|********** ********, ***.||Media Buying, Media Planning||unknown||present||********|
|********** **********, ***.||Media Buying||2011||present||*******|
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Digital, Social Opps: Pepsi brand digital review underway
Subject: TV, print, outdoor, digital, social media, sponsorship, shopper
Opportunity: Barbarian Group, which handles the account, will defend or not. The exact scope of the assignment is not immediately available, but BG's work for Pepsi included social media, "extensive paid media on digital channels" for the Crystal Pepsi relaunch and various in-store promotions. Additionally, the exact status of the review is not known, nor are the participants.
While Barbarian is the lead digital agency for beverages with PepsiCo, the shop recently lost the company's Brisk creative account to WPP's here). At the time Barbarian lost the Brisk account, it was speculated that recent layoffs and departures at the agency had caused concern at PepsiCo. The shift also comes a year after Seth Kaufman was promoted to CMO of North American Beverages.
Agencies - keep in mind that Greg Lyons was also promoted to SVP of marketing for PepsiCo's Mountain Dew, Sierra Mist, Mug Root Beer and Amp/Rockstar Brands in August 2015, so these brands could be due for a review in the coming months - especially since Barbarian is slowly losing beverage accounts.
Sellers - be on the lookout for digital and social campaigns to launch once a new shop is in place. Sports sellers should have a leg up here, as the bulk of Pepsi's advertising is done with sports properties, but look for the brand to branch further into other millennial friendly properties across comedy and music. Omnicom’s TBWA Chiat Day has handled Pepsi's creative account since 2008
Media Spend: According to Kantar Media, PepsiCo spent $132.8 million on measured media for Pepsi in 2015 (17.2% of PepsiCo's total spend).
National TV Spend: So far this year, iSpot reports that Pepsi has spent $88.4 million on national TV ads. The ads have run evenly all year, with a slight spike in July. Even though the scope of the current review is digital, sellers should note that Pepsi is a huge TV spender and there will always be dollars available in this channel. See chart for 2016 show targeting.
For the same period 2015, Pepsi spent $71.7 million on national TV ads.
Digital Breakdown: According to Pathmatics, Pepsi has spent $1.3 million on 88 desktop ads (123.5 million impressions), $165,400 on 59 mobile ads (28.9 million impressions) and $112,800 on 26 video ads (9.2 million impressions) in 2016. See below for placement and destination breakdowns.
2016 Desktop: Mostly run from mid-May to July and placed 98% site direct. Top ad destinations include: comedycentral.com (Viacom).
2016 Mobile: Run from June through September, with a small amount in late-January. The majority of these mobile ads were placed site direct (90%) and the remainder were placed through Rubicon Project (6%) and Drawbridge (2%). Top destinations included: safeway.com.
2016 Video: Run mostly from Jan - March, with a smaller flight in June/July. Unlike desktop and mobile ads, video ads were not placed mostly site direct, but rather through DoubleClick Bid Manager (41%), The Trade Desk (22%) and Tremor Video (2%) - only 32% were placed site direct. Top destinations included: newyork.yankees.mlb.com.
2016 digital spend is actually down slightly from the same period 2015, when $1.8 million was spent on desktop ads (204 million impressions), $355,800 on mobile ads (80.9 million impressions) and $238,600 on video ads (9.7 million impressions).
Other Recent PepsiCo Shifts: In addition to VML winning creative work for Brisk, PepsiCo's Tropicana named BBDO as US lead creative agency in February (more here).
One Pepsi Way
Somers, NY 10598
Director, Media Strategy & Investment
Direct Dial: (914) 253-3754