How PepsiCo is enabling its brands to fund their own marketing

FMCG giant PepsiCo launched its own content studio in May enabling it to create content in-house for its own brands, as well as white-label content that it can sell to distributors or advertisers for a profit. Kristin Patrick, senior vice-president of global brand development, explains how.

handtocan

Is PepsiCo’s new content studio the Creators League generating revenue for the company yet?

Kristin Patrick: We have taken a certain amount of digital content production in-house, so the Creators League has already helped to reduce our spending on branded content creation. Ultimately, we hope to see our unbranded content create an additional revenue stream for PepsiCo that will cover the costs of creating our ad content.

How can individual PepsiCo brands get involved in creating content via the Creators League?

Kristin Patrick: Our Creators League is in constant communication with PepsiCo’s brand leads. For branded content, the Creators League was always envisioned to be an open, collaborative group that would work with our brand leads and the creative community to create exceptional brand moments. Ideas flow from both directions to ensure brand integrity.

READ MORE: How to turn marketing into a revenue generator

How can the Creators League compete with established film, TV or music studios when making white-label content?

Kristin Patrick: I wouldn’t say we want to compete with those studios. We want to exist in partnership with and complement them. We recently opened a 4,000-square foot, state-of-the-art production studio in New York City. The studio not only serves as home to the Creators League, but is also open for use by creatives. Usher, Serena Williams and artists like Panama Wedding and Rozes have used the studio, which features a recording studio, screening room and editing and production facilities.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here