PEPSICO CONSOLIDATES
By Adnews Staff
Pepsico Foods International has consolidated its worldwide advertising for snack foods, paring down the number of creative agencies used in 45 countries from 18 to three. The local agencies will continue to do media planning and buying. The move doesn't affect North America. The three agencies chosen for worldwide creative - BBDO Worldwide, DDB Needham Worldwide and Young & Rubicam, all of New York - were already working on the snack foods in the United States. In Canada the creative assignment will remain with Toronto-based BBDO Canada, and the job of placing ads with its media division, McKim Media. Pepsico itself markets its snack foods around the world outside of North America but its Hostess Frito-Lay division has the job of selling products such as Doritos and Ruffles potato chips in Canada and the U.S.