Agencies line up to pitch for Tropicana UK media account

LONDON - Tropicana, the juice brand owned by PepsiCo, is reviewing its £3m UK media account, with the incumbent, ZenithOptimedia, repitching for the business against its fellow PepsiCo roster agencies MindShare and OMD UK.

MindShare handles the £3m UK Pepsi account and OMD UK handles the Walkers Snack Foods business.

Though agency sources say the review is confined to the Tropicana brand, the involvement of representatives from PepsiCo's European marketing team has sparked some speculation that it is considering a wider review of its agency roster.

However, this is considered unlikely and any further review process would, in any case, be unlikely to affect the UK Pepsi account as MindShare is in the early stages of a three-year contract. The Walkers Snacks business is with OMD as part of a global alignment with Omnicom and the BBDO network.

Pepsi and Tropicana are distributed in the UK by Britvic. PepsiCo recently established a central UK management team to lead development of the Tropicana, Walkers, Pepsi and Quaker brands.

ZenithOptimedia is on the PepsiCo roster via a relationship established by Optimedia prior to its merger with Zenith Media last year. It also handles planning and buying for the Copella brand.

Creative for the Tropicana brand, held by BMP DDB, is unaffected by the review.

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