PepsiCo celebrates in-house creativity, speed and efficiency

This event report outlines how PepsiCo, the food and snacks group, is benefitting from the decision to create more content in-house.

PepsiCo celebrates in-house creativity, speed and efficiency

Geoffrey PrecourtWarc

It may not spell the end of the advertising agency, but the head of an 18-month-old PepsiCo creative resource much prefers the isolated productivity of an in-house facility.

"We're definitely more efficient," insists Ellen Healy, Senior Marketing Director/Global Consumer Engagement for Pepsi - and a 20-years-plus marketer at PepsiCo. "I think that we're also faster. We have the speed and the ability to move quickly and create more content, because we have the structure internally to do that.

"And that is new and it is different."

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