PEPSICO CONSOLIDATES ADVERTISING WITH OMNICOM
By Adnews Staff
PepsiCo, based in Purchase, NY, is shifting creative and media buying responsibilities for its Gatorade sports drink, Tropicana orange juice and Aquafina bottled water brands to Omnicom Group as part of a consolidation of its advertising. Previously the three brands, in addition to a number of Quaker food brands which are also moving, were handled by Foote Cone & Belding Worldwide which is part of the Interpublic Group of Companies. The consolidation is part of a corporate effort to "achieve growth and cost synergies" following the merger of PepsiCo and The Quaker Oats Company on August 2, the company said. According to PepsiCo, Omnicom already handled the bulk of its advertising. Officials at Pepsi-Cola Canada, based in Mississauga, could not be reached before press time to confirm what affect the consolidation would have in the Canadian market.