Pepsico ends 48-year old account with BBDO

PepsiCo is shifting the $60m (£40m) US creative account for its flagship cola brand and Diet Pepsi from BBDO to TBWA\Chiat\Day, ending a 48-year relationship and one of the most enduring partnerships on Madison Avenue. BBDO, that lost the acocunt to another Omnicom agency, has created some of the brands' most recognized work including campaigns featuring Michael Jackson, Ray Charles and Britney Spears.
PepsiCo picked Arnell, a third Omnicom company, as its design agency for brand identity and packaging innovation.
It is known that BBDO will continue working on several core businesses such as Pepsi Max, Mountain Dew, AMP Energy and the North American Coffee Partnership. This move will not affect their responsibility for Pepsi and other brands outside the United States.
In India, the Pepsi account is handled by JWT, while BBDO has the 7UP account.Punita lal, executive director, marketing, Pepsi confirmed that no agency shifts will happen in India due to this move in the US.