How PepsiCo keeps up with the cultural zeitgeist

This event report discusses how PepsiCo works closely with media owners and agencies to be intimately, and constantly, involved with popular culture and emerging trends.

How PepsiCo keeps up with the cultural zeitgeist

Sarah Shearman

Gathering real-time insights and tapping into zeitgeist moments matters "immensely" to PepsiCo, according to Shiv Singh, global head of digital for the company's beverages division. But while speaking during a panel discussion held by TBWA\Chiat\Day in New York, he also warned that this approach must be part of a consolidated strategy, not just a loose series of one-off executions.

"We pay a lot of attention to real time, and a lot of ideas go from strategy to execution in a matter of seconds," he said. "But I would say that...

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