PepsiCo has moved to end its relationship with VMLY&R after eight and a half years, a client spokesperson confirmed today.
The WPP-owned agency has counted Gatorade and Tropicana’s digital and social media work as two of the larger accounts run out of its Kansas City, Kan. headquarters.
“Gatorade and digital agency of record VML have enjoyed a successful relationship over the past eight and a half years (Tropicana for four and a half years),” the Pepsi representative wrote.
She also said the company is “proud of our work together and the business results it has achieved” but has “agreed to part ways,” adding: “As we look ahead to 2019, we will be evaluating a differentiated model within the digital space. The companies will begin to transition work but continue to work together throughout the remainder of 2018. We wish VML continued future success.”
An agency spokesperson declined to comment and referred to the client.
The news comes approximately two weeks after WPP announced that VML would merge with the more traditional creative network Y&R to form VMLY&R in the first major move made by incoming CEO Mark Read.
It is unclear at this time where the work will go. Sources did confirm, however, that it will not go to the two primary brands’ agencies of record, TBWAChiatDay and BBDO.
Representatives for both Omnicom shops declined to comment.