Humanity in creative development: Agile, AI-powered creative excellence

PepsiCo researched how Ada, its global digitised insights ecosystem, could power creative development and business growth.

The insights industry is at a crossroads, similar to that faced by the global energy industry. In short: “what got us here, won’t get us there!” Change is needed for our industry to continue to inspire o ur business stakeholders, create impact and power positive growth.

The challenges we face

PepsiCo realised some years ago that a significant change in our approach to insights was needed in order for us to continue to power positive growth for our business. We started by diagnosing the challenges faced by our insights industry.

VUCA is the new normal

For many years now, insights...

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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

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