Fathom, New York has been awarded PepsiCo's Propel business.
A PepsiCo spokeswoman confirmed the selection. Three Omnicom Group agencies, Fathom, 180 Amsterdam and TBWA/Chiat/Day, New York were in the running for the PepsiCo beverage brand. Incumbent Goodby, Silverstein & Partners, also an Omnicom agency, was not in the pitch.
The win allows Fathom to nudge its way further onto the PepsiCo roster. The agency has done some project work on the Gatorade brand in the past. However, TBWA handles the bulk of the company's beverage brands, including Pepsi, Diet Pepsi, Pepsi Max and Gatorade.
Earlier this spring Propel repositioned itself as Propel Zero, eliminating the calories and targeting an active, older group rather than the competitive athletes it used to seek. The brand has been running a new campaign featuring Cindy Crawford as part of that repositioning and has said it will be boosting ad spending. In 2010, Propel spent only $330,000, a massive drop from the $8 million it spent in 2009, and a figure that pales in comparison to its 2008 spending levels of $40 million. Goodby handled the new campaign.
The new campaign is set to through the next couple of weeks, though Ms. Crawford's relationship with the company will last into 2012. The PepsiCo spokeswoman said its not been determined when the first work from Fathom will break.