PepsiCo to Review Digital Agency

After an influx of staff takeoffs within the Cheil Worldwide – owned Barbarian Group, a decision has been made to review the digital agency for brand Pepsi in North America. Those familiar with the situation have kept others informed of what is going on internally.A PepsiCo representative declined to remark on the audit and the Barbarian Group did not return requests.

Barbarian Group CEO Peter Kim left the company on Sept. 1, having been with the company less than a year. He took over last December, when previous CEO Sophie Kelly decided to step down. Kim decided to leave after the previous six months of departures frommany Barbarian Group executives. Cheil Worldwide President of International and CEO of Greater China Aaron Lau is serving as Barbarian Group's temporary CEO.

Ad Age had reported that the departures were bringing about worry at PepsiCo, for which Barbarian is the lead digital agency when handling beverages. Back in June, Barbarian was removed from working for PepsiCo's Brisk, who decided to use VML instead. A month earlier, The Barbarian Group Executive Creative Chief Edu Pou left the company, it is assumed he left due to the loss of business that he was credited for winning in the first place.

With respect, Mr. Lau told Ad Age a month ago that the "relationship is great and the work is great," including that he arranges having "proactive engagement with customers" to share Barbarian Group's arrangements for what's to come.

The Barbarian Group's income increased in 2015 from 2014, $22.8 million, basically unaltered from $21.8, while Cheil's U.S. income decreased to $77.6 million a year ago from $78.4 million in 2014, as indicated by the Ad Age Datacenter.

The organization played an important role in Pepsi's showcasing. Endeavors included reintroducing Crystal Pepsi, temporarily in stores during the beginning of this year. The company has additionally taken care of PepsiCo's online networking with regards to the Super Bowl and the "Pepsi Pass," an application and loyalty program.

Seoul-based Cheil Worldwide, which ownership includes Iris, McKinney, MDLab, BravoAsia, BMB and PengTai, purchased a 47% offer of Barbarian Group in December 2009, expanded its stake to 75.56% in April 2010 and made it 100% in mid 2014