BBDO sweeps up Frito account, holds on to Pepsi media buying

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PepsiCo's Frito-Lay Co., Plano, Texas, consolidated its $200 million-plus Frito-Lay advertising and marketing communications business with BBDO Worldwide, New York, and reaffirmed BBDO as the media buying shop for its Somers, N.Y.-based Pepsi-Cola Co. unit. Pepsi-Cola spent $179 million on measured media last year. The Frito-Lay review included roster shops DDB Needham Worldwide and Y&R Advertising, both New York. DDB Needham lost an estimated $45 million in billings while Y&R lost an estimated $20 million in the Frito-Lay consolidation. The Pepsi-Cola media business was kept with BBDO after a review launched last fall that had been winnowed down to BBDO and Grey Advertising, New York. Allen Rosenshine, chairman-CEO, BBDO Worldwide, said it is "one of the largest account wins in our history."

Copyright May 1998, Crain Communications Inc.

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