Brand Pepsi Begins a Digital Agency Review
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PepsiCo has started a digital agency review for brand Pepsi in North America, according to people familiar with matter. The incumbent shop is Cheil Worldwide-owned Barbarian Group, which is trying to rebuild after a wave of personnel departures.
It is unclear if Barbarian Group is defending the business. A PepsiCo spokeswoman declined to comment on the review. Barbarian Group representatives did not return requests for comment.
Barbarian Group CEO Peter Kim left the shop on Sept. 1 after less than a year in the post. He took the helm last December, when former chief executive Sophie Kelly stepped down. His departure followed that of numerous Barbarian Group executives over the last six months. Cheil Worldwide President of International and CEO of Greater China Aaron Lau is serving as Barbarian Group’s interim CEO.
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