Publicis Groupe builds PLUS+ and wins £460m PepsiCo Media in China

Pepsico China appointed Publicis Groupe to handle media planning and buying across its biggest food and drink brands on the mainland: Pepsi, Mirinda, 7Up, Gatorade, Bubly, Lay’s, Quaker, Doritos and Cheetos. WPP’s Mindshare was the incumbent.

Publicis Groupe again used its “power of one” format to win the £460m business, with a new dedicated entity called PLUS+ led by Zenith. The name, apparently, is inspired by PepsiCo’s “faster, stronger, better” aspirations.

In a nod to maintaining French values, Publicis describes PLUS+ as a “purpose-driven operating model” which is “people-first, with positive shared values underpinning a modern way of working.”

Jane Lin-Baden, Publicis Groupe’s managing partner APAC & CEO North Asia, said: “This provides an incredible opportunity to work with some of the most iconic brands in the industry. Our team is so motivated and excited to apply the best of our thinking and capabilities to create winning momentum for PepsiCo in China.”

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.