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DIET PEPSI AD ACCOUNT MOVES FROM BBDO TO DDB

Shift Continues Agency Roster Shakeup

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CHICAGO (AdAge.com) -- In a continuing Omnicom Group advertising agency roster shakeup, PepsiCo is set to move its Diet Pepsi creative assignment to DDB, New York, from sibling BBDO, New York, according to a PepsiCo spokesman.
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Seeking 'best ideas'
"We're constantly looking for the best ideas and are taking full advantage of the resources Omnicom has to offer," he said. "BBDO will continue to be our primary agency of record."

It's unclear whether the shift is permanent as the spokesman said the move was for the 2005 creative assignment.

$32.7 million this year
Through August, the White Plains, New York-based marketer spent $32.7 million in measured media on its leading diet brand, according to TNS Media Intelligence/CMR. That's already up by $6 million over the 2003 allocation.

The Pepsi spokesman wouldn't disclose media spending or whether the brand is getting a permanent budget increase. Diet soft drinks are the fastest-growing segment of the carbonated soft-drink business, and Diet Pepsi is the seventh-largest soft drink brand.

BBDO and DDB referred calls to Pepsi.

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Matthew Creamer also contributed to this report.

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