‘Collaborativity’: Pepsi’s CMO on the key to improving client-agency relationships
Michaela JeffersonPepsi CMO Todd Kaplan says collaboration plus creativity, or “collaborativity”, will help brands take their agency relationships to “a new level”.
Pepsi CMO Todd Kaplan says collaboration plus creativity, or “collaborativity”, will help brands take their agency relationships to “a new level”.
Consumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
PepsiCo is moving beyond the traditional idea of ecommerce towards a model of “digitally-infused” retail that encompasses DTC, rapid delivery and AR.
PepsiCo, which owns brands including Walkers, Pepsi and Doritos, says it is working together with its retail partners to mitigate “consumer reaction” to inflation.
The drink and snack firm says it is focused on becoming a “better data company” as it looks to improve the way it measures the ROI of marketing.
After two decades working at Mars in a range of marketing leadership roles, Wakely has been tapped for the top marketing position at drinks giant PepsiCo.
The parent company of brands including Pepsi, 7 Up and Doritos reported a “strong” net revenue growth of 11.6% to $20.1bn over the third quarter of 2021.
Far from seeing their decades in the business as an excuse to ‘get comfortable’, marketers with long tenures are proving just you how far you can stretch yourself in a single company.
Black Representation in Marketing (BRiM) is calling on marketing organisations to sign up to its new framework, after finding 42% of marketing professionals haven’t made any decisions to increase black representation in the past year.
The energy drink is looking to attract a wider audience by relaunching as a “modern and premium” brand, and unveiling its first global marketing campaign since being bought by PepsiCo last year.
Walkers is eschewing a TV spot and upping its investment in digital for this year’s Christmas campaign as it argues it is not appropriate to have “a big splash of celebrity” this year.
PepsiCo saw a slight uptick in beverage sales after a 7% decline last quarter, with snack sales spurred on by working from home.
PepsiCo may have cut its marketing spend during the coronavirus crisis, but it believes that has led it to “become better” at marketing as it focuses more on activities that generate higher ROI.
As PepsiCo launches a new campaign for its Champions League sponsorship, it warns that marketers should not to be “seduced by new technology” and instead focus on the big ideas.
Walkers is celebrating the 25th anniversary of the song All I Want for Christmas is You, as well as launching new flavours and on-pack promotion as it aims to appeal to younger audiences.