The World: Los Angeles - TBWA's PepsiCo win ends 48-year BBDO reign

PepsiCo has ended its 48-year relationship with BBDO after it shifted the $60 million US creative account for its flagship cola brand and Diet Pepsi to TBWA\Chiat\Day, following a pitch between the two agencies.

The company awarded TBWA the account in a bid to revitalise its soda business after disappointing US sales.

Since winning the PepsiCo business in 1960, BBDO has created a number of memorable campaigns for the brand, including the Pepsi Challenge blind taste test and the Pepsi Generation work.

The media account, which is handled by OMD New York, is unaffected by the move.