PepsiCo picks European marketing head after search lasting 6 months

PepsiCo has completed a long trawl for its top European marketer by appointing Okay Egdirici as vice-president of marketing for Europe and Sub-Saharan Africa (ESSA).

Egdirici joins from PepsiCo Turkey, where he was marketing director, and will be based at PepsiCo’s Richmond, Surrey office. He reports to PepsiCo president for ESSA Nish Kinkiwala and will have responsibility for overseeing marketing of beverage brands, PepsiCo snacks and the recently acquired Quaker Oats portfolio. The ESSA sector comprises 70 countries including the UK.

Egdirici’s new role has been vacant since August last year, when Tim Davie moved to become Pepsi Beverages International vice-president of marketing for flavours. Marketing director for ESSA Graham Andrews has been filling the role.

The company announced a global consolidation of its advertising into Omnicom Group agencies last year (MW September 27, 2001) out of FCB Worldwide.

The BBDO network handles advertising in Europe, while KLP Euro RSCG won the ESSA below-the-line account in August, except for the UK. PepsiCo distributor Britvic Soft Drinks uses Claydon Heeley Jones Mason.

Last week, PepsiCo US reported fourth-quarter revenue down 4.4 per cent to a net income of $667m (&£465m). PepsiCo Beverages International reported two per cent growth to $741m (&£517m).

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