The brands -- which spent a combined $35.4 million on measured media last year, mostly on Tostitos, according to TNS Media Intelligence -- were previously handled by Omnicom Group sibling GSD&M, Austin, Texas.
A Frito-Lay spokesman said the move was "consistent with PepsiCo's move several years ago to bring all its creative work under the Omnicom family of agencies and provide the company with the greatest possible pool of talent."
Off PepsiCo's roster
That agreement essentially lets PepsiCo move work around the entire Omnicom network as it wishes, securing revenue within the holding company but occasionally frustrating individual agencies such as GSD&M, which is now off of PepsiCo's agency roster.
A GSD&M spokeswoman didn't immediately return a phone call for comment.
The move expands Element 79's extensive relationship with PepsiCo into the chips category. Element 79 already handles Pepsi-owned brands such as Gatorade, Quaker and Tropicana.
An Element 79 spokeswoman referred calls to the client.