PepsiCo is taking a regional approach to increasing advertising back to normal spending levels.
Lyons declined to say how much PepsiCo has increased its advertising budget in those regions or say when PepsiCo advertising will return to normal.
“The goal is to get back to normal spending levels as soon as it makes sense for us,” said Lyons.
A similar approach may take place in the U.S. as different states are also in different stages of the recovery which makes a regional approach to marketing more attractive, according to agency executives.
The agency is exploring regional advertising strategies for its clients that it will likely employ later this summer.

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