The pitch that never happened
Publicis Groupe was appointed PepsiCo's exclusive lead global media partner without a pitch, managing $1.7B in media spend. Publicis also withdrew from Coca-Cola's review, leaving WPP as the sole bidder. Omnicom's shares fell 5%, WPP's rose 4%. Coca-Cola's North America media account is now contested by Omnicom and Dentsu. The industry is shifting away from traditional pitches, focusing on capabilities and infrastructure.


