PepsiCo's playbook for next-generation marketing partnerships

This event report outlines how PepsiCo, the food and beverage group, builds marketing partnerships with startups and tech innovators.

PepsiCo's playbook for next-generation marketing partnerships

Stephen WhitesideWarc

PepsiCo is modernising the marketing playbook, and believes working with startups and tech innovators will help it identify new ideas that could soon bubble up towards the mainstream.

"I'm not too proud to say it: not every marketing innovation is going to come from within the four walls of our business," Jaime Fabricant, Senior Marketing Manager/Cultural Foresights & Innovation for PepsiCo Beverages, told delegates at South by Southwest (SXSW) in Austin, Texas.

Having recognised that even a venerable blue-chip marketer cannot hope to keep pace with technological and behavioural change alone,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands