Pepsi taps Spike DDB for Beyonce campaign
By BroadCasting & Cable Staff -- Broadcasting & Cable, 12/27/2002 5:59:00 AM
Pepsi-Cola North America -- which signed singer Beyonce Knowles for an early 2003 ad campaign last week -- has now tapped Spike DDB as its multicultural agency of record, with the TV phase of that Beyonce effort to be its first project.
New York-based Spike DDB is the minority-owned agency founded by film director Spike Lee and Omnicom Group's DDB Worldwide.
The review for Pepsi's multicultural account, estimated at $10 million, had come down to Spike DDB, Chisholm-Mingo Group Inc. and GlobalHue.
The Pepsi announcement centered on the TV commercials due to feature Beyonce, lead singer of the group Destiny's Child, but it added, "Spike DDB's new arrangement with Pepsi may go beyond creating TV advertising to include development of radio, print and Internet creative."
BBDO Worldwide is Pepsi's longtime general-market agency of record, while Dieste Harmel & Partners in Dallas continues to handle Pepsi's Latino advertising.
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