PepsiCo has added AnalogFolk to its digital agency roster, following a European review.
The Drum understands that the agency was up against the likes of We Are Social, Havas and Poke London in the UK for the business.
With the hire, AnalogFolk will work across a variety of the FMCG giant's brands, including Pepsi Max.
Pepsi Max's incumbent ad agency AMV BBDO has worked on a number of the brand's campaigns, including digital-first projects like the 'Genius' campaign.
However, it's believed that some of the digital work that naturally fell to the creative shop will be reassigned to AnalogFolk.
AnalogFolk, AMV BBDO and Pepsico were unavailable for comment at the time of publication.
Earlier this year PepsiCo followed in the footsteps of its rival Coca-Cola and brought social media in-house, replacing previous social guardians Cheil Worldwide.