BBDO sees $37m Diet Pepsi work shift to DDB New York

by Staff,, Brand Republic 07-Dec-04, 09:00

NEW YORK - PepsiCo has shifted the $37m (£19m) US Diet Pepsi account out of its long-time advertising agency BBDO New York to sister Omnicom Group agency DDB New York.

BBDO, which has worked on the Pepsi account since 1964, still retains the title of agency of record for Pepsi Cola, but the shift of Diet Pepsi is seen as a blow for its relationship with the client.

Despite the long relationship, there have been problems reported recently, especially since creative chief Ted Sann was ousted by BBDO.

In the years it has held the account, BBDO has created the iconic "Pepsi Challenge" campaign, and come up with numerous celebrity-led campaigns, dating back to Michael Jackson in the 1980s to more current stars such as Britney Spears and Beyonce Knowles.

The first DDB advertising for Diet Pepsi could appear during next year's Super Bowl, which is traditionally the time when Pepsi debuts a significant new campaign.

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