Pepsi, which has a long-term
relationship with Omnicom Group, is bypassing the holding company for its
latest round of global ads. The cola brand is relying on two smaller
independent agencies for the next evolution of its ‘Live for Now’ campaign. The
ads also do not include big-name celebrities, which have been a hallmark for
recent Pepsi work. The shift in this direction is occurring under Kristin
Patrick, PepsiCo’s chief marketing officer for global beverage brands who
joined the company in May of 2013.
Kristin said, “We have a very deep,
long-going relationship with Omnicom and we are using them for many aspects of
our 2015 campaign. But having said that, we want to find creative talent around
the world that really suits whatever project we are working on. And for this
one, we really wanted small, super-creative, nimble, fast agencies, a different
spirit.”
The two chosen shops are New
York-based Lloyd&Co, which describes itself as a “collective of 35
creative, spirited individuals” and Moondog, another New York-based boutique
edit, graphic and design shop.
The new ads will run throughout the
world. Pepsi described the ads as featuring “friends coming together and
turning what could otherwise be an ordinary moment into something
extraordinary.”
Known for big budget advertising
spend, Pepsi’s decision to patronise smaller but creative agencies might not be
far from the general recession plaguing the economy.
Pepsi,
which has a long-term relationship with Omnicom Group, is bypassing the
holding company for its latest round of global ads. The cola brand is
relying on two smaller independent agencies for the next evolution of
its ‘Live for Now’ campaign. The ads also do not include big-name
celebrities, which have been a hallmark for recent Pepsi work. The shift
in this direction is occurring under Kristin Patrick, PepsiCo’s chief
marketing officer for global beverage brands who joined the company in
May of 2013.
Kristin said, “We have a very deep, long-going relationship with Omnicom and we are using them for many aspects of our 2015 campaign. But having said that, we want to find creative talent around the world that really suits whatever project we are working on. And for this one, we really wanted small, super-creative, nimble, fast agencies, a different spirit.”
The two chosen shops are New York-based Lloyd&Co, which describes itself as a “collective of 35 creative, spirited individuals” and Moondog, another New York-based boutique edit, graphic and design shop.
The new ads will run throughout the world. Pepsi described the ads as featuring “friends coming together and turning what could otherwise be an ordinary moment into something extraordinary.”
Known for big budget advertising spend, Pepsi’s decision to patronise smaller but creative agencies might not be far from the general recession plaguing the economy.
- See more at: http://www.mynewswatchtimesng.com/pepsi-shifts-ad-direction/#sthash.Co1wLsMG.dpuf
Kristin said, “We have a very deep, long-going relationship with Omnicom and we are using them for many aspects of our 2015 campaign. But having said that, we want to find creative talent around the world that really suits whatever project we are working on. And for this one, we really wanted small, super-creative, nimble, fast agencies, a different spirit.”
The two chosen shops are New York-based Lloyd&Co, which describes itself as a “collective of 35 creative, spirited individuals” and Moondog, another New York-based boutique edit, graphic and design shop.
The new ads will run throughout the world. Pepsi described the ads as featuring “friends coming together and turning what could otherwise be an ordinary moment into something extraordinary.”
Known for big budget advertising spend, Pepsi’s decision to patronise smaller but creative agencies might not be far from the general recession plaguing the economy.
- See more at: http://www.mynewswatchtimesng.com/pepsi-shifts-ad-direction/#sthash.Co1wLsMG.dpuf
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