{"id":246487,"date":"2026-09-03T11:39:06","date_gmt":"2026-09-03T09:39:06","guid":{"rendered":"https:\/\/ipmark.com\/?p=246487"},"modified":"2026-09-03T14:58:37","modified_gmt":"2026-09-03T12:58:37","slug":"pepsico-entrega-su-cuenta-global-de-medios-a-publicis-groupe","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=246487","title":{"rendered":"PepsiCo entrega su cuenta global de medios a Publicis Groupe"},"content":{"rendered":"<p><strong>PepsiCo ha elegido a Publicis Groupe como socio global exclusivo de medios, un movimiento que pone fin a m\u00e1s de dos d\u00e9cadas de relaci\u00f3n con Omnicom, con OMD habiendo gestionado la cuenta en mercados como Estados Unidos y Reino Unido.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha explicado el fabricante de bebidas, el nuevo modelo de medios en el que trabajar\u00e1 Publicis Groupe, \u2018One Pepsico\u2019, le permitir\u00e1 ofrecer \u201cconexiones m\u00e1s relevantes con los consumidores\u201d y adoptar \u201cdecisiones de marketing m\u00e1s inteligentes\u201d en medios pagados, ganados y compartidos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este modelo<strong> estar\u00e1 basado en inteligencia artificial (IA) y datos<\/strong> con el objetivo de integrar bajo una misma estructura la estrategia, la planificaci\u00f3n, la activaci\u00f3n, la identidad conectada y la tecnolog\u00eda. El nuevo modelo abarcar\u00e1 toda la cartera de marcas (entre ellas, Pepsi, Gatorade y Lay\u2019s) y <strong>se desplegar\u00e1 en m\u00e1s de 200 mercados.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan datos de <\/span>COMvergence<span style=\"font-weight: 400;\">, PepsiCo destin\u00f3 <\/span><b>1.700 millones de d\u00f3lares a publicidad global en 2025<\/b><span style=\"font-weight: 400;\">, por lo que el cambio de agencia supone la salida de una cuenta de peso de la cartera de Omnicom. El grupo estadounidense hab\u00eda trabajado con el anunciante durante m\u00e1s de 25 a\u00f1os.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Publicis ya manten\u00eda relaci\u00f3n con PepsiCo en distintos mercados de Asia y Europa. La red hab\u00eda trabajado para el fabricante en China, India, Filipinas, Tailandia, Vietnam, Taiw\u00e1n, Corea del Sur, Indonesia, Hong Kong, Malasia y algunas zonas de Europa del Este.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La multinacional de bebidas desarrolla actualmente una <\/span>revisi\u00f3n global independiente centrada en la transformaci\u00f3n del marketing y en las capacidades vinculadas a la inteligencia artificial<span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cede la cuenta al grupo franc\u00e9s despu\u00e9s de m\u00e1s de dos d\u00e9cadas en OMD. En 2025, el propietario de las marcas Pepsi, Gatorade o Lay\u2019s destin\u00f3 1.700 millones de d\u00f3lares a publicidad global. <\/p>\n","protected":false},"author":29,"featured_media":246489,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2158,2226],"class_list":["post-246487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-agencias-de-medios","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PepsiCo entrega su cuenta global de medios a Publicis Groupe<\/title>\n<meta name=\"description\" content=\"PepsiCo ha elegido a Publicis Groupe como socio global exclusivo de medios, un movimiento que pone fin a su relaci\u00f3n con OMD.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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