{
  "id": 13870264,
  "title": "‘An important capability for us’: PepsiCo CEO on Publicis switch",
  "url": "https://urgent.news/2026/10/12/an-important-capability-for-us-pepsico-ceo-on-publicis-switch",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-12T04:01:00.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/media-buying/an-important-capability-for-us-pepsico-ceo-on-publicis-switch/"
  },
  "original_language": "en",
  "account": "PepsiCo CEO Ramon Laguarta recently defended the company's decision to hand its global media account to Publicis Groupe during an appearance before investors. This move, which transferred the business away from Omnicom, a partner PepsiCo had worked with for three decades, is expected to result in a significant financial shift. According to COMvergence, PepsiCo spends around $1.9 billion on media annually, with $780 million of that amount allocated to North America.\n\nFollowing the change, Coca-Cola, which has been a Publicis client in North America since the holdco secured the account from WPP just last year, is reportedly conducting a review of the business. This could potentially involve talks with both Omnicom and Dentsu. During his investor meeting, Laguarta described the partnership with Publicis as \"an important capability for us\" and highlighted that it would enable the company to invest \"with much more data, much more granularity.\" Holdco operators often present themselves as valuable partners, and Laguarta mirrored this sentiment in his description of the transition.",
  "summary": "Pepsico’s Ramon Laguarta used a recent appearance in front of investors to champion the company’s decision to hand its global media account to Publicis Groupe.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}