The challenge of staying ahead: How Pepsi keeps its finger on the Pulse
Stephen WhitesideWarc
Javier Farfan's role, in many major corporations, might seem like a luxury. At PepsiCo, it is has quickly become a necessity.
"The premise of my job is to make sure that we start connecting culturally to what's going on out there in lifestyle within the music and entertainment space – and also in ethnic segments," Farfan told delegates at MediaPost's OMMA Premium Display Conference, an event held during Advertising Week 2014 in New York.
As the head of music, entertainment, and culture marketing at...