PepsiCo’s U.S. beverages division is strengthening its partnership with VaynerMedia in a move aimed at reimagining the in-house agency model for the future, the company shared with Marketing Dive. The collaboration combines PepsiCo’s internal brand-building and strategic capabilities with VaynerMedia’s expertise in social media activation, allowing the beverage giant to move faster and create more culturally resonant content across platforms.

The fully integrated team will initially focus on five key brands: Pepsi, Mountain Dew, Starry, Mug, and Bubly. Rather than replacing existing agency relationships—many of which continue to lead traditional paid media and sponsorship initiatives—this partnership will handle “always-on” creative and social strategy. The goal is to enhance agility and cultural relevance in real-time, according to both companies.

The move follows earlier reporting by Ad Age in April, which noted PepsiCo’s intent to shift more of its content development to VaynerMedia.

Credit: Marketing Dive, see full story here