PepsiCo has followed rival Coca-Cola and brought its social media in-house and at the same time has appointed Firstborn as its new digital creative agency.
The food and drink giant kicked off a review in September, a move which has seen PepsiCo replace incumbent Cheil Worldwide.
The brand's social media will now be run from its new content studio in New York City, which is over seen by Brad Jakeman, president of PepsiCo's global beverage group.
The news comes just one week after Coca-Cola announced that it would be centralising its social media marketing. Having multiple agencies run different accounts independent of one another was expensive for the brand but didn’t result in a big difference to its business. Flat sales across its homeland this year are testament to that and so the company felt it needed to move its social media to a much lower cost base with high productivity benefits.