PepsiCo's playbook for next-generation marketing partnerships

Stephen Whiteside

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, the Purchase, New York-based firm launched Creator – an in-house "catalyst group" charged with keeping its brands at the cutting edge of culture – in 2014. And as a core member of this unit, Fabricant is responsible for driving such efforts forward.