Frank Cooper, Global Chief Marketing Officer at PepsiCo, shares why humanity, imagination, and truth (H-I-T) will define tomorrow's ad market leaders.
Social. Mobile. Digital. The way consumers think, interact and shop continues to change at an accelerating pace - and brands that want to thrive know they must do the same. The question is how? Chasing the latest fad or integrating some cool technology offers, at best, a temporary solution. The ideas, brands, products, and campaigns that will increasingly win in this new environment are ones that understand how to create leverage humanity, imagination and truth to create "hits". They are the ones who marry art, technology and commerce, and through that process get more than just products to sell ... they get a brand that becomes integral part of culture. You get consumers that want to bring you into their lives.
Join Frank Cooper, CMO of Global Consumer Engagement at Pepsico, as he shares an approach for building brand value in a world of inter-connected consumers and accelerating change, along with PepsiCo examples of how this approach works in practice. Get inspired by the high-level vision, get a glimpse at the partners Pepsi is using to achieve it, and come away with actionable insights and tactics for how to help your company evolve as fast as your consumer is.
See how to structure a marketing team to make integration and innovation happen
Learn how PepsiCo's global reach empowers its marketing
Hear the best ways to partner with PepsiCo, and what not to do!
CMO, Global Consumer Engagement - PepsiCo
Hector is a multi-disciplinary designer who makes technology pleasing to the senses. He has a knack for visualizing the impossible and figuring out how to make it real.
Brad Berens is the global head of content for dmg :: events' portfolio of digital marketing conferences, including the iMedia Summits, ad:tech, the Digital Collective and the CMO Collective. He is also Senior Research Fellow at the USC Annenberg Center for the Digital Future. Brad joined iMedia as the Executive Editor of iMedia Connection in 2004, and has held a variety of roles since dmg's acquisition of iMedia in 2005. Earlier, Brad was the online managing editor at EarthLink, where he oversaw all content for www.earthlink.net. He also conceptualized, launched and edited eLink, EarthLink's email newsletter and premier customer touchpoint (circulation 7 million). Still earlier, Brad worked at Lineup Technologies, a cutting-edge but (you guessed it) ultimately failed dotcom. Brad has also worked in the entertainment industry, and he began his career as a Shakespearean scholar and award-winning teacher at U.C. Berkeley, where he earned a doctorate. You can learn entirely too much about him at www.bradberens.com, and he exorts you to buy and read his first novel, Redcrosse, about which you can find out more at at www.redcrosse.com. If that isn't enough Brad Berens, follow him on Twitter as @bradberens.
Dan Busby is a Physicist who enjoys building creative pieces of art. From resonant fire tubes, to eight-person kinetic sculptures, to converting his '64 Spitfire to be 100% electric, he enjoys dazzling people with the beauty of science.
A lifelong engineer and entrepreneur, Brent plays at making technology fun. Particular passions include group games, out-of-home entertainment, and inspiring kids to be makers.
Acknowledged by Fast Company magazine as one of the top 100 most creative people in business, by Ad Age magazine as an Entertainment A-Lister, in the top 20 of the Billboard Power 100 and recipient of the AdColor Legend award, Frank Cooper III is widely recognized as one of the leading and most progressive brand marketers in the world.
His career ranges from serving as a senior executive at two of the world’s most iconic music labels – Motown and Def Jam – to working as an entrepreneur and executive in the Digital space (co-founding UBO.net in 1998 and later working at AOL) – to serving as a senior marketing executive at PepsiCo over the past 9 years.
Cooper is currently Global Chief Marketing Officer at PepsiCo overseeing Consumer Engagement globally for its beverage sector. He is responsible for developing strategies that build brand value for PepsiCo beverages, and creating ideas and platforms that bring those strategies to life in the marketplace. In addition, Cooper has global supervision over Digital, Media and Entertainment for the company. He led the negotiations and platform development of the hit television show “The X Factor,” worked as one of the lead negotiators for PepsiCo’s recently-negotiated multi-billion dollar NFL, launched several record-breaking platforms (including of Mt. Dew’s consumer-generated innovation platform called “DEWmocracy”), and has created a host of branded entertainment platforms.
Cooper is a graduate of the Harvard Law School (serving as the Supreme Court editor of the Harvard Law Review) and was Chairman of the American Advertising Federation from 2009-2011.
Eric Gradman is a SyynLabs artist whose work often incorporates unusual sensors and novel interactions.
His work has been seen at Sundance Film Festival, Los Angeles County Museum of Art, the TED conference, and the Los Angeles Hammer Museum. He's also a circus acrobat and fly-by-night roboticist.
Tameka Kee spent four years covering the digital media industry with a focus on advertising, social media and video games. She's a storyteller with a deep understanding of marketing and business objectives, and is listed by many media, publishing and advertising execs as a source of news on digital marketing.
Tameka currently serves as a Content Director for ad:tech North America. Prior to joining dmg :: events, she served as lead analyst for SocialTimes Pro, the subscription insights and analysis division of mediabistro's SocialTimes.com. She also served as a consultant for a variety of digital media companies including Halogen Media and the Rubicon Project.
Prior to consulting roles, Tameka was as editorial director of DM2 Media, where she oversaw content development for DIGIDAY, as well as the company's roster of digital media and marketing conferences, including DPAC and DIGIDAY:APPS.
Before joining DM2, she served as a full time reporter for paidContent, covering the business of digital entertainment and gaming, and breaking news on companies like Electronic Arts, Playfish, Netflix and Facebook. Before paidContent, she covered search marketing for Mediapost.
Tameka is a graduate of the Queens College Media Studies program, an interdisciplinary study of on-and offline media, including media criticism and cultural theory.