PepsiCo’s U.S. beverages division is deepening its ties to VaynerMedia in what’s being billed as a future-facing model of creative partnership, according to news shared with Marketing Dive. The collaboration weds the brand-building and strategy capabilities of the CPG marketer’s in-house agency with VaynerMedia’s specialty in activating around social media. The idea is to help PepsiCo brands move faster and deliver output that’s more “culturally fluent” across platforms, the businesses said.
The fully integrated team will initially give attention to five brands under the PepsiCo beverages banner: Starry, Mug, Pepsi, Mountain Dew and Bubly. The deal just isn’t meant to replace long-standing relationships with other agencies, which is able to proceed to execute “big brand moments,” a possible reference to more traditional paid media campaigns and sponsorships. Instead, PepsiCo and VaynerMedia will tackle “always-on” social and artistic strategy to shore up cultural relevance, per the announcement. Ad Age previously reported on PepsiCo’s plans to shift more content over to VaynerMedia in April.
Social media apps like TikTok have pushed marketers to manage a relentless online presence, and one which can quickly produce content responding to water cooler conversations, whether or not they be around buzzy TV shows and flicks or gaffes from public officials. Mastering these tactics is seen as a crucial way to cut through the promoting aversion prevalent in essential consumer groups like Gen Z.
PepsiCo and VaynerMedia have worked together for several years, however the news underscores how some large marketers are changing their approach to in-house agency arrangements as they fight to juggle modern marketing demands. Keurig Dr Pepper, a rival, last month shut down its internal creative agency Liquid Sunshine in favor of external marketing services partnerships.
PepsiCo has also undergone internal changes that would influence its approach to agencies. The company in April appointed Mark Kirkham as CMO of U.S. beverages. Kirkham, a PepsiCo veteran, replaced the unit’s longtime marketing chief Greg Lyons.
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