Sources familiar with the matter confirm that DDB Chicago is “working on Sierra Mist.” Nearly two months ago, PepsiCo launched a review for its lemon-lime beverage, which Goodby has served as lead creative agency for since 2009. In January, AdAge reported that DDB was among the contenders as was TBWA\Chiat\Day New York, though PepsiCo said at the time that Goodby “continues” to work on Sierra Mist. This latest news follows DDB Chi’s hiring of its first chief digital officer/MD Jonathan Sackett from Martin Agency. After a somewhat rough 2010, we suppose this is a fairly positive start to ’11.
Anyhow, we’re awaiting further background as to whether GS&P’s still involved at all with Sierra Mist or if Pepsi is just playing Omnicom hot potato. Stay tuned.. Update: Goodby is no longer working with Sierra Mist.