SHANGHAI: PepsiCo Foods has appointed MindShare(传立媒体) as its media agency on Frito-Lay(乐事) in mainland China, replacing OMD(浩腾媒体), without a pitch.

The appointment was precipitated by PepsiCo’s to extend its working relationship with MindShare in Asia-Pacific, according to MindShare Shanghai managing director, Bessie Lee.

“They checked us out to see if we had the same resources in terms of high-calibre people and research and other capabilities as they examined the possibility of a business partnership with us,” Lee said.

Media buying rates and strategic planning were among a number of capabilities, which were put under the spotlight.

The appointment is effective from July 1 and covers all Frito-Lay brands, including Lays, Lays Boundless and Cheetos.

There was no change in the creative assignment, which remains with BBDO.



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