Pepsi gives it all to Omnicom – but will that stop the creative work being rubbish?

PepsiCo North America has taken the chopper to its agency roster, nixing about 50 agencies and putting nearly all the business into Omnicom, chiefly BBDO but also TBWA and DDB.

As such it’s a mirror of the General Motors strategy, cut down suppliers, save costs and, hopefully, get something better. In GM’s case it formed a new agency, Commonwealth, from Omnicom’s Goodby Silverstein and McCann, but there you go.

But Pepsico’s problem remains that, although it produces hugely popular ads for its go-go snacks division based on Doritos, its advertising for Pepsi, perennial number two and now number three to Diet Coke in the US market is always rubbish.

And most of these terrible ads have been produced by Omnicom agencies. Not just in the US but all over the world.

This is the latest Pepsi euro-opus from CLM/BBDO Paris.

Does nobody at PepsiCo or BBDO realise this depiction of superannuated footballers behaving like teenagers is absolute crap? If you’d shown this script to BBDO CEO Andrew Robertson when he was running AMV/BBDO in the UK he’d have laughed you out of the door.

Omnicom has three of the strongest, most creative networks in the world. PepsiCo is good at snacks. Why on earth can’t the two of them make sense out of a fizzy drink?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.