PepsiCo enhances its in-house content skills

Stephen Whiteside

This event report discusses how PepsiCo is enhancing its efforts to generate content, both by building up its in-house capabilities and encouraging agencies to update legacy thinking and practices.

PepsiCo enhances its in-house content skills

Stephen WhitesideWarc

PepsiCo possesses almost unparalleled expertise when it comes to making goods like fruit juices, snacks, and carbonated drinks.

Increasingly, it is finding that it requires similar skills in the field of content creation. And that demand, he proposed, may mean new operational models for not just the global CPG but for its agencies as well.

"I believe we have to build a 'maker capability' – this ability to create things directly, in-house," Frank Cooper III, PepsiCo's chief marketing officer/global consumer engagement, said at the 2014 Mobile Media Upfront, an event...

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