Brand Tracker

Welcome to the automated Brand Tracker diaries.

Belgium

Zimmo and Publicis Take a Radical Turn with ‘YES. YOU. CAN.’

Brand: Zimmo

Campaign: OUI. TU. PEUX.

Source: https://pub.be/fr/zimmo-et-publicis-prennent-un-tournant-radical-avec-oui-tu-peux/

Goal: To promote empowerment and positivity.

Claim: YES. YOU. CAN.

Summary: Zimmo and Publicis have taken a radical turn with the campaign 'OUI. TU. PEUX.', focusing on themes of empowerment and motivation.

Global

Five years in the making: How Publicis and PepsiCo plotted secret account switch

Brand: PepsiCo

Campaign: null

Source: https://www.campaignlive.co.uk/article/five-years-in-the-making-how-publicis-and-pepsico-plotted-secret-account-switch/43m5n1gqyv97swxbxxrvh93jwv

Goal: To change global media agency without a pitch.

Summary: The article discusses the strategic and secretive decision by PepsiCo to switch its global media agency to Publicis without undergoing a competitive pitch process. It highlights the rivalry and details behind this significant change in account management.

media agency switch PepsiCo Publicis

Global

PepsiCo transfers its global media strategy to Publicis, marking a hard blow for Omnicom

Brand: PepsiCo

Campaign: One PepsiCo

Source: https://www.adlatina.com/publicidad/pepsico-traslada-su-estrategia-global-de-medios-a-publicis-lo-que-supone-un-duro-golpe-para-omnicom

Goal: To provide more relevant connections with consumers and make smarter marketing decisions.

Media: media channels based on AI and data

Summary: PepsiCo has shifted its global media account worth $1.7 billion to Publicis Groupe, moving away from Omnicom after over 25 years. This transition aims to create a new media model integrating strategy, planning, activation, connected identity, and technology. The 'One PepsiCo' model will cover its entire product portfolio across more than 200 markets and is expected to enhance consumer connections and marketing decisions. PepsiCo is also undergoing a global review focused on AI-driven marketing capabilities.

AI in Marketing Media Strategy PepsiCo Publicis