How PepsiCo keeps ahead of millennial culture
Stephen WhitesideWarc
PepsiCo has long been associated with tapping the latest youth-marketing trends. But in a time of unprecedented technological and cultural change, that task is harder than ever to achieve.
Carlos Saavedra drives the food and beverage manufacturer's attempts to stay ahead of the curve in his role as senior director/culture strategy and innovation of Creator – a unit within the organisation charged with tracking cutting-edge developments everywhere from mobile apps to the arts.
"We're a catalyst group on a mission to explore the edges of culture and innovate and co-create...