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*PepsiCo's Gatorade has shifted duties for its $70 million Propel enhanced water brand to Omnicom Group’s San Francisco-based Goodby, Silverstein & Partners from sibling Element 79 in Chicago. Element 79 will continue working on the Gatorade brand. *

"Since we introduced Propel in 2002, the business has achieved significant growth, while our Gatorade business continued to expand," said a PepsiCo official. "Both businesses are now at a juncture where focused attention is what we believe is best for each."

Gatorade spent $191 million in measured media in 2006 and $156 million for the first nine months of 2007, according to TNS Media Intelligence. Spending behind Propel increased from $68 million for 2006 to $70 million for the first nine months of 2007.

Goodby Silverstein, the agency for Frito-Lay's Doritos brand, has been growing its portfolio of PepsiCo assignments, last year adding Cheetos. The company also worked in the past with Massimo Fasanella d'Amore, the newly named CEO of PepsiCo Americas Beverages, when he ran the international business.