Magazine article Marketing

PepsiCo Pulls Walkers Task out of MediaVest

Magazine article Marketing

PepsiCo Pulls Walkers Task out of MediaVest

Article excerpt

PepsiCo has moved its pounds 25m media buying account for Walkers Snacks and Quaker cereals out of MediaVest and into OMD UK, as part of an ongoing global alignment of advertising business within the Omnicom Group.

The decision is understood to be based primarily on price, and the crisps producer is not planning any significant change to its media strategy, which is heavily focused on television. However, Walkers is understood to have looked closely at OMD's strategic planning capabilities.

Jim Marshall, MediaVest chief executive, said his agency was merely asked to submit tenders to PepsiCo's procurement team, rather than present media strategies to marketing heads. 'We did not repitch for it, unless you consider filling in spreadsheets with prices a repitch.'

However, OMD UK managing director Steve Williams said OMD did pitch strategy to marketers within Walkers and Quaker, and claimed the decision was 'very much a UK decision rather than a global PepsiCo or Frito-Lay one'.

MediaVest's Marshall admitted to being hurt by the loss, given that MediaVest had held the account for the past ten years, a period of substantial success for Walkers. …

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