PepsiCo hands US$27m media duties to PHD in Australia

The account win covers all PepsiCo brands in Australia, including Pepsi, Pepsi Max, Mountain Dew, Gatorade, Smith’s, Doritos, Red Rock Deli, Grain Waves and Sekata.

The appointment, which ousts incumbent Eighty K’s, sees the OMG agency take charge of the media planning and buying for PepsiCo’s brand portfolio from 1 September. [Más…]

Bellamy Hayden remains the media strategist for all PepsiCo brands.

OMD Shanghai won PepsiCo’s media business reportedly worth US$220 million in China towards the end of last year. OMD beat incumbent Mindshare after MEC withdrew during the last round of the pitch.


PepsiCo
Image via Wikipedia

SYDNEY – PepsiCo has appointed PHD to handle its media planning and buying duties in Australia, following a pitch that reportedly also involved Mindshare.

PHD scoops PepsiCo’s media business in Australia.

The business is reportedly worth US$27 million.

The account win covers all PepsiCo brands in Australia, including Pepsi, Pepsi Max, Mountain Dew, Gatorade, Smith’s, Doritos, Red Rock Deli, Grain Waves and Sekata.

The appointment, which ousts incumbent Eighty K’s, sees the OMG agency take charge of the media planning and buying for PepsiCo’s brand portfolio from 1 September. Leer más “PepsiCo hands US$27m media duties to PHD in Australia”

Anything’s Possible Through Crowdsourced Corporate Donations

Today, you are more important than you ever knew. Yes, you are a VIP. Every company seems to want your direct input: Can you create a short film (aka ad) about Bounty paper towels’ philosophy of life? What new flavor should Mountain Dew market, and how should the packaging look? Which couple should get married on the Today show, what should they wear, and where should they go on their honeymoon?

Whether or not crowds are truly wise, you’re certainly in demand in this era of crowdsourcing. That’s especially true in the not-for-profit universe. In the past, we’ve sought your donor dollars, but now we’re also after your support in the form of votes that help us get other donors’ dollars. Actor Hugh Jackman announced last year on Twitter that he’d give away $100,000 to a cause suggested by the Twitterverse. (Charity: Water and Operation Hope split the pot.) Major corporations such as PepsiCo, American Express, and JPMorgan Chase have all turned charitable dollars over to public votes. (Full disclosure: I sit on the advisory boards for the Chase Community Giving and Pepsi Refresh contests.) So have small ones; Kind, which makes fruit-and-nut bars, is giving away $25,000, and it’s up to people who perform “kind acts” — other than eating fruit-and-nut bars — to decide where that money goes.


By: Nancy Lublin

GOOD DIRECTION: Led by his Twitter followers, Hugh Jackman, right, gave $50,000 to Charity: Water, which has dug wells across Africa. | Alessandra Benedetti/Corbis (Jackman); Courtesy of Charity:Water

Hugh Jackman, Charity: Water

Well, sort of. As crowdsourced corporate giving becomes ubiquitous, Nancy Lublin offers tips to win those contests — and the increasingly big bucks.

Today, you are more important than you ever knew. Yes, you are a VIP. Every company seems to want your direct input: Can you create a short film (aka ad) about Bounty paper towels’ philosophy of life? What new flavor should Mountain Dew market, and how should the packaging look? Which couple should get married on the Today show, what should they wear, and where should they go on their honeymoon?

Whether or not crowds are truly wise, you’re certainly in demand in this era of crowdsourcing. That’s especially true in the not-for-profit universe. In the past, we’ve sought your donor dollars, but now we’re also after your support in the form of votes that help us get other donors’ dollars. Actor Hugh Jackman announced last year on Twitter that he’d give away $100,000 to a cause suggested by the Twitterverse. (Charity: Water and Operation Hope split the pot.) Major corporations such as PepsiCo, American Express, and JPMorgan Chase have all turned charitable dollars over to public votes. (Full disclosure: I sit on the advisory boards for the Chase Community Giving and Pepsi Refresh contests.) So have small ones; Kind, which makes fruit-and-nut bars, is giving away $25,000, and it’s up to people who perform “kind acts” — other than eating fruit-and-nut bars — to decide where that money goes. Leer más “Anything’s Possible Through Crowdsourced Corporate Donations”

Mountain Dew Lets Fans Plan Tour, Events

by Karlene Lukovitz

Typically, a brand event is at least months in the planning — or if not, likely requires hyper mode by the agencies handling it.

But while seat-of-the-pants activation may be inadvisable for most events, a 30-day, 69-city “grassroots” promotion tour that was part of Mountain Dew’s year-long “DEWmocracy 2” campaign may point to an alternative worth considering.

In synch with DEWmocracy 2’s mission of engaging fans by having them campaign and vote to determine which of three new Dew flavors would be rolled out by PepsiCo, the destinations, activities and venues for the “DEWmocracy: The Flavor Campaign” tour were also largely determined by fans.

The basic concept: Three mobile teams comprising agency/marketer reps and hardcore Dew fans — each team “campaigning” for its own Dew flavor (White Out, Typhoon or Distortion) — were sent on cross-country tours to engage people in the flavor competition/voting through live events over four weeks, starting May 1.


by Karlene Lukovitz

Typically, a brand event is at least months in the planning — or if not, likely requires hyper mode by the agencies handling it.

But while seat-of-the-pants activation may be inadvisable for most events, a 30-day, 69-city “grassroots” promotion tour that was part of Mountain Dew‘s year-long “DEWmocracy 2” campaign may point to an alternative worth considering.

In synch with DEWmocracy 2’s mission of engaging fans by having them campaign and vote to determine which of three new Dew flavors would be rolled out by PepsiCo, the destinations, activities and venues for the “DEWmocracy: The Flavor Campaign” tour were also largely determined by fans.

The basic concept: Three mobile teams comprising agency/marketer reps and hardcore Dew fans — each team “campaigning” for its own Dew flavor (White Out, Typhoon or Distortion) — were sent on cross-country tours to engage people in the flavor competition/voting through live events over four weeks, starting May 1. Leer más “Mountain Dew Lets Fans Plan Tour, Events”