Pepsi moves drinks account to TBWA

Omnicom Group’s TBWA Sydney has been named Pepsico’s Australia and New Zealand agency of record for its beverages portfolio, Mumbrella can reveal.

TBWA Sydney won the account after a competitive three-way pitch process between incumbent agency Clemenger BBDO Sydney, Clemenger BBDO Melbourne and TBWA Sydney.

TBWA Sydney wins Pepsi’s creative account from Clemenger Sydney

Clemenger BBDO Sydney was the incumbent agency for Pepsi Max and had worked with the brand for more than 40 years.

TBWA Sydney will work with all of Pepsico’s Australia and New Zealand beverage brands which includes Pepsi, Pepsi Max, Gatorade and Mountain Dew.

TBWA Sydney has held the Gatorade creative account for the past five years.

Nitsa Lotus, MD at TBWA Sydney, said in a statement: “This is a very special win for TBWA. We thank Pepsico for our partnership over the last five years on Gatorade and for giving us the opportunity to compete for the Pepsi beverages portfolio. We recognise and respect the long term relationship that Pepsi has had with Clemenger BBDO, and know that expectations will be very high.”

Nick Garrett, CEO at both Clemenger Melbourne and Sydney, gave credit to TBWA but told Mumbrella the agency was disappointed to have lost the pitch.

Garrett said Clemenger BBDO will continue to work on Pepsico’s snack brands in this market.

“PepsiCo has been, and will continue to, pitch projects and parts of the business within the Omnicom Group and we are proud of the work we presented.”

The win comes just weeks after TBWA won the creative account for online e-commerce platform Amazon.

While in January, TBWA Sydney won the creative account for Macquarie University.

TBWA’s CEO Paul Bradbury, CSO Matt Springate, MD Nitsa Lotus and CCO Andy DiLallo

In November last year Pepsi Max rolled out its 2017 Summer campaign with its ‘Max Your Summer with Pepsi Max’ campaign.

TBWA Sydney’s first campaign for the brand will be a Summer campaign for Pepsi Max.

PHD holds the Pepsi media account after it retained the $25m account in July last year following a competitive pitch against Mindshare.


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