PepsiCo has abruptly shifted its global media account from Omnicom Media to Publicis, the CPG giant has confirmed. 

The company spends an estimated $1.9 billion on media annually, including $780 million in North America, according to agency research firm COMvergence. 

Omnicom was the main incumbent and managed the business for three decades, and it is understood the assignment shifted without a review. 

Publicis has been contending for the global Coca-Company Co. media business, which went into review earlier this year. It is understood that the holding company will withdraw from that process. Last year Publicis won CCC’s estimated $800 million North America account. It had previously been handled by WPP. 

The Groupe’s handling of CCC’s NA account would appear to be a major conflict of interest with its newly won PepsiCo account. But it wasn’t immediately clear if CCC believes that to be the case. The firm did not respond to a query seeking comment.  

Publicis referred questions on account shift to PepsiCo.  

The abruptness of the shift that came without a review led to speculation that pricing was a key factor in the decision to switch agencies. PepsiCo had not responded to queries about the reason for the shift by deadline.  

Omnicom spokesperson issued the following statement:  “After an extraordinarily long and successful partnership, PepsiCo has decided to move its media business elsewhere. We are proud of the work we have done together over three decades as partners in innovation and impact.  Nothing about yesterday’s decision changes that.” 

The statement continued, “This is one client’s decision in a year in which Omnicom Media has built tremendous momentum as leading brands across multiple categories - including Adidas, Dyson, IBM, Subway, Uber, Delta, Novo Nordisk, On and CVS - have awarded their business to Omnicom Media.” 

That momentum, the company added, “reflects the strength of our people, our technology, and the differentiated proposition we have built since the Omnicom and IPG media groups came together, creating a global leader with a clear point of difference.  We remain focused on continuing to build on that success.”