Omnicom shops to benefit from Quaker centralisation

PepsiCo-owned Quaker has put its agencies on alert following its

move to centralise its international advertising business into Omnicom.

The food giant shifted its Quaker brands at Foote Cone & Belding

Worldwide, which includes Tropicana, into Omnicom last week.

Omnicom currently handles the lion's share of PepsiCo's advertising in

the US and Europe, but the centralisation will affect a number of

creative and media agencies in the UK.

Rainey Kelly Campbell Roalfe/Y&R handles Quaker, comprising products

such as Oats So Simple, Sugar Puffs and Harvest Crunch. Spend for the

brands is £3.7 million, with MediaVest UK handling the media


Banks Hoggins O'Shea/FCB is set to lose its £1.5 million UK

Tropicana account. However, Optimedia is expected to retain the media

planning account.

Neither PepsiCo nor Omnicom have indicated which Omnicom networks will

pick up the Quaker accounts.

Abbott Mead Vickers BBDO handles ads for Pepsi, Walkers and Pizza


BMP DDB and TBWA/London are other Omnicom networks.

The PepsiCo realignment was sparked by The Interpublic Group's

acquisition of FCB's parent, True North.

Coca-Cola handed IPG its global branding business last year, which

presents a clash with the holding company's PepsiCo account.

AMV is currently pitching for the centralised Weetabix account, which,

if won, would jeopardise its ability to handle Quaker. The £11

million business is being fought for by the roster agencies Lowe Lintas

and Banks Hoggins.