Publicis secures four major clients without pitches in past year
Publicis secured four major media clients without participating in competitive reviews over the past year, including appointments by PepsiCo, Microsoft and Leo Burnett’s win for B&Q. The firm also avoided six competitive reviews this year that its executives believed would be decided on price.
In April, Publicis was appointed to handle Microsoft’s media business, and it also captured a sizable portion of Paramount’s media spend the following June, both without formal pitches. Earlier in 2024, its Leo Burnett creative unit won the B&Q account outright, adding to a streak of no‑pitch victories that began with the PepsiCo appointment. The agency’s approach relies on C‑suite‑to‑C‑suite outreach, where it presents technology, ideas and staffing plans and negotiates rates, a process that condenses the typical 18‑month review into two or three months.
“Pitches are shorter, they are more on capabilities… so that in some cases, actually, we are not pitching anymore and winning without a pitch,” Arthur Sadoun, CEO of Publicis said.
“From the agency standpoint, it’s perfect,” Steve Boehler, co‑founder of Mercer Island Group said.
Despite its winning streak, Publicis lost LVMH’s European media business to Havas’ Forward Media unit in 2025. Meanwhile, rivals WPP, Omnicom, Dentsu and Havas are each dealing with internal disruption, giving Publicis a relatively free hand to pursue aggressive prospecting.
What we know
Publicis secured four major media clients without participating in competitive reviews over the past year, including appointments by PepsiCo, Microsoft and Leo Burnett’s win for B&Q.
The firm also avoided six competitive reviews this year that its executives believed would be decided on price.
In April, Publicis was appointed to handle Microsoft’s media business, and it also captured a sizable portion of Paramount’s media spend the following June, both without formal pitches.
Earlier in 2024, its Leo Burnett creative unit won the B&Q account outright, adding to a streak of no‑pitch victories.
Despite the winning streak, Publicis lost LVMH’s European media business to Havas in 2025.