How PepsiCo pursues disruptive digital innovation
Geoffrey PrecourtWarc
Shiv Singh, Global Head of Digital at PepsiCo, the food and beverage giant, had a secret that he shared with some 450 marketing and technology enthusiasts attending the BRITE '13 conference, sponsored by Columbia University's Center of Global Brand Leadership in New York: "One of the bizarre benefits of being in such a large organization is that so much can happen below the radar."
The subject under discussion was PepsiCo's celebrated Digital Labs - a kind of institutionalized incubator managed by Singh. "We never had to pitch the Digital Labs. We...