PepsiCo’s CMO and design chief on working together to create an ‘ecosystem of engagement’
The drinks giant has launched Pepsi Smart Can, a digital device developed by its marketing and design chiefs in tandem to create a new media platform that “grabs your attention”.
At PepsiCo, marketing and design are intrinsically linked. And while the CMO and chief design officer have their separate skillsets, the starting point is always the consumer meaning they have a shared goal.
“We don’t think of ourselves as two different teams. We are on one leadership team, a consumer-focused and human-focused leadership team, that thinks across functions. And when we brief teams we brief together,” Mark Kirkham, PepsiCo’s senior vice-president and CMO of international beverages tells Marketing Week.
“We can’t operate in just a traditional marketers’ viewpoint of touchpoints and channels and communication,” he adds.
