By Arun Sudhaman
DUBAI: PepsiCo is to select between three agencies as it decides who will handle its lucrative corporate PR business across Asia, the Middle East and Africa.
The pitch marks the food and beverage giant’s first attempt to consolidate its corporate PR activity, worth as much as $1m, across its AMEA region.
The review is being led out of PepsiCo’s AMEA headquarters in Dubai. The brief is understood to include regional and local market activity, spanning positioning, CSR and government relations.
One source involved in the process said that PepsiCo is aiming to become a “more responsible corporate citizen.”
It is further understood that the three agencies pitching for the account are all global firms.
PepsiCo currently works with a variety of agencies on corporate PR, including Weber Shandwick, Edelman and Burson-Marsteller.
PepsiCo AMEA comms director Huw Gilbert did not respond to request for comment.