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...