PepsiCo shifts Gatorade digital work to TBWA\Chiat\Day

AdWeek reports that PepsiCo has tasked TBWA\Chiat\Day with the digital work on its Gatorade brand. Despite the move, PepsiCo has indicated that Chiat will continue to be its creative AOR (agency of record) in addition to taking on select digital marketing efforts for the brand.

Recently, PepsiCo had also ended an eight-plus-year relationship with VMLY&R, the then-newly-merged creative and digital network owned by WPP which had previously handled digital assignments for both Gatorade and Tropicana.

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