Arun Sudhaman 13 Jan 2016 // 10:56AM GMT
LONDON—Pepsico is reviewing its consumer PR agency roster across Europe, the Holmes Report has learned.
The review is expected to affect Pepisco's various consumer PR firms across Europe, which include Freuds and DeVries Slam. A Freuds spokesperson confirmed that the agency has declined to take part in the review.
"We have declined to participate in the cross-Europe agency roster process," said the Freuds representative. "We continue to work with Walkers in the UK and have an exciting programme of activity locked across the year."
One agency source familiar with the process noted that Pepsico may intend to consolidate its European consumer PR activity, which is worth upwards of $4m across its various markets in the region. The process comes after Pepsico's recent decision to eliminate its marketing procurement department.
The review is also thought to include sports marketing activity, given Pepsico's new sponsorship deal with the UEFA Champions League. It is understood that the company has met with PR firms, ahead of issuing an RFP.
Freuds also handles some Pepsico consumer work at a global and European level, but no longer handles UK corporate activity, following a recent agency review that is nearing completion.