Omnicom retains PepsiCo account with new purpose-built agency, Trio

The Omnicom Media Group (OMG) has retained the PepsiCo Australia media account, following a pitch process, with a new custom built agency, Trio to handle the account, led by managing director Stuart Bailey. The pitch was held following the appointment of a new CMO at PepsiCo in October 2020.

Trio capabilities will draw from OMG’s wider network, providing a specific strategy with custom built solutions for PepsiCo in the local market. The account was previously held by OMG’s PHD.

The new purpose built agency’s primary remit will be to “transform PepsiCo’s media function with a focus on developing winning brand communication strategies that generate consistent growth, consumer segmentation, journey mapping and data driven marketing”.

MD Stuart Bailey

PepsiCo ANZ chief marketing officer, Vandita Pandey, said: “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”.

Pandey was appointed to the CMO role in October last year.

Bailey is the joint national managing director of PHD, a position he has been in since January 2020. Bailey moved across from OMD in 2016, where he was chief digital officer.

Speaking about Trio and retaining the PepsiCo account, Bailey said: “During the pitch process, it was clear that PepsiCo was looking for more than a media agency; they wanted a business partner. A business partner that brings media, creative, and data together and delivers integrated marketing solutions that connects brands with their consumers.​ This is how Trio was born”.

PHD first won the PepsiCo media account in 2010, the account reportedly being worth $30 million.

Bailey continued: “We are thrilled that PepsiCo chose Trio as their business partner. 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. The whole team are excited about bringing Trio to life and partnering with PepsiCo”.

PHD was contacted for more details on Trio, including staffing capabilities, and the brands included in the account, however had no response at the time of publishing.


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