Media Buying Briefing: How Publicis keeps winning clients without pitches
Digiday ·
PepsiCo and LVMH wins show Publicis has deliberately cultivated a habit of winning major media accounts outside the traditional review process.
PepsiCo’s surprise appointment of Publicis marked the fourth time in the last year that the French agency holding company has managed to bag a major media client without having to participate in a competitive review.
A week after the PepsiCo raid, luxury conglomerate LVMH appointed the company to run its media investments in Asia-Pacific and assigned it the Tiffany account in the U.S. In April, Publicis was appointed by Microsoft, while it picked up a big slice of Paramount’s business last June, also without formal reviews .
The no-pitch wins aren’t limited to media; in 2024, Publicis creative shop Leo Burnett won B&Q without a pitch .
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