How PepsiCo pursues disruptive digital innovation

Geoffrey Precourt

In this article, Shiv Singh, PepsiCo's Global Head of Digital, discusses the firm's approach to tapping the latest digital technologies.

How PepsiCo pursues disruptive digital innovation

Geoffrey PrecourtWarc

Shiv Singh, Global Head of Digital at PepsiCo, the food and beverage giant, had a secret that he shared with some 450 marketing and technology enthusiasts attending the BRITE '13 conference, sponsored by Columbia University's Center of Global Brand Leadership in New York: "One of the bizarre benefits of being in such a large organization is that so much can happen below the radar."

The subject under discussion was PepsiCo's celebrated Digital Labs - a kind of institutionalized incubator managed by Singh. "We never had to pitch the Digital Labs. We...

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