PURCHASE, NY: PepsiCo's move to trim the number of agencies on its roster is likely intended to drive more value from agency partners instead of being a cost-cutting move, according to agency executives.
Pepsi told PRWeek exclusively last week that it will end some agency relationships to free up resources to put back into marketing and communications for its marquee global food and beverage brands, such as Gatorade, Quaker, and Pepsi. The company also said remaining agency partners would be ...