How PepsiCo drives content (and profits) with in-house play
PepsiCo is transforming the content-creation model thanks to a new in-house studio – called the "Creators League" – that is developing short- and long-form material for brands like Tropicana, Gatorade and Lay's.
In doing so, the blue-chip marketer believes it has identified a revenue driver with the potential to revolutionize the way its communications are funded. How? By making it an active seller, rather than a passive buyer, of media.
"One part of the content center is actually leveraging our brands to produce content, which we then sell...