PepsiCo, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
PepsiCo, Inc. is headquartered in Purchase, NY, and is one of the largest soft drink manufacturers in the world. PepsiCo's Chicago office houses the Quaker division. The company is made of three business divisions, PepsiCo Americas Foods, PepsiCo Americas Beverages and PepsiCo International. The company's food and beverage segments manufacture sodas, juices, coffees, teas, cereals, snacks, and side dishes. PepsiCo owns a bottling plant in Somers, NY.
|Main Telephone||(914) 253-2000|
|Main Fax||(914) 253-2070|
PepsiCo, Inc. ContactsContacts (5/235)
|Al C.||Chief Executive Officer - North America||NY|
Sample of Associated Brands
|Cynthia T.||Executive Vice President, Human Resources & Chief Personnel Officer||NY|
|Indra N.||Chairman & Chief Executive Officer||NY|
|Hugh J.||Chief Financial Officer||NY|
|Kristin P.||Chief Marketing Officer - PepsiCo Global Beverages||NY|
|Diet Mountain Dew||*|
|*** ******||**** *********||AOR - creative||1960||present|
|*** ******||****, ***||creative||2003||present|
|*** ******||****** *********||AOR - digital||2009||present|
|*** ******||***||media buying & planning||unknown||present|
|*** ******||***||media buying & planning||unknown||present|
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Campaign Immiment: Pepsi pulls social media in-house amid digital review
Subject: TV, print, outdoor, digital, social media, sponsorship, shopper
Update (10/12): While in the midst of a digital media review (more info below) Pepsi has reportedly moved social media brand work in-house. This means that even more of The Barbarian Group's work is being pulled, specifically various Pepsi brand social media campaigns that include those tied to past Super Bowls. VML, which won the Brisk tea brand's creative work this summer, is reportedly part of the current digital review, while BBDO, which works with Pepsi on a project basis, is reportedly not.
Note that the current review concerns pieces of Pepsi's digital business and not the entire creative assignment. Adweek reports that the exact scope of the review includes the Pepsi Pass program and Pepsi's web properties.
Read more about the recently-launched digital review below.
Below was originally published 9/20:
Opportunity: Barbarian Group, which handles the account, will defend or not. The exact scope of the assignment is not immediately available, but BG's work for Pepsi included social media, "extensive paid media on digital channels" for the Crystal Pepsi relaunch and various in-store promotions. Additionally, the exact status of the review is not known, nor are the participants.
While Barbarian is the lead digital agency for beverages with PepsiCo, the shop recently lost the company's Brisk creative account to WPP's here). At the time Barbarian lost the Brisk account, it was speculated that recent layoffs and departures at the agency had caused concern at PepsiCo. The shift also comes a year after Seth Kaufman was promoted to CMO of North American Beverages.
Agencies - keep in mind that Greg Lyons was also promoted to SVP of marketing for PepsiCo's Mountain Dew, Sierra Mist, Mug Root Beer and Amp/Rockstar Brands in August 2015, so these brands could be due for a review in the coming months - especially since Barbarian is slowly losing beverage accounts.
Sellers - be on the lookout for digital and social campaigns to launch once a new shop is in place. Sports sellers should have a leg up here, as the bulk of Pepsi's advertising is done with sports properties, but look for the brand to branch further into other millennial friendly properties across comedy and music. Omnicom’s TBWA Chiat Day has handled Pepsi's creative account since 2008
Media Spend: According to Kantar Media, PepsiCo spent $132.8 million on measured media for Pepsi in 2015 (17.2% of PepsiCo's total spend).
National TV Spend: So far this year, iSpot reports that Pepsi has spent $88.4 million on national TV ads. The ads have run evenly all year, with a slight spike in July. Even though the scope of the current review is digital, sellers should note that Pepsi is a huge TV spender and there will always be dollars available in this channel. See chart for 2016 show targeting.
For the same period 2015, Pepsi spent $71.7 million on national TV ads.
Digital Breakdown: According to Pathmatics, Pepsi has spent $1.3 million on 88 desktop ads (123.5 million impressions), $165,400 on 59 mobile ads (28.9 million impressions) and $112,800 on 26 video ads (9.2 million impressions) in 2016. See below for placement and destination breakdowns.
2016 Desktop: Mostly run from mid-May to July and placed 98% site direct. Top ad destinations include: comedycentral.com (Viacom).
2016 Mobile: Run from June through September, with a small amount in late-January. The majority of these mobile ads were placed site direct (90%) and the remainder were placed through Rubicon Project (6%) and Drawbridge (2%). Top destinations included: safeway.com.
2016 Video: Run mostly from Jan - March, with a smaller flight in June/July. Unlike desktop and mobile ads, video ads were not placed mostly site direct, but rather through DoubleClick Bid Manager (41%), The Trade Desk (22%) and Tremor Video (2%) - only 32% were placed site direct. Top destinations included: newyork.yankees.mlb.com.
2016 digital spend is actually down slightly from the same period 2015, when $1.8 million was spent on desktop ads (204 million impressions), $355,800 on mobile ads (80.9 million impressions) and $238,600 on video ads (9.7 million impressions).
Other Recent PepsiCo Shifts: In addition to VML winning creative work for Brisk, PepsiCo's Tropicana named BBDO as US lead creative agency in February (more here).
One Pepsi Way
Somers, NY 10598
Director, Media Strategy & Investment
Direct Dial: (914) 253-3754