PepsiCo seeks new marketing chief (Score 39)

Sales Lead: PepsiCo is in search of a new top US marketer since it promoted one of its CMOs, Rachel Ferdinando, as the president of its Canadian foods business last summer.

  • PepsiCo originally hired Ferdinando as the VP of media and digital for its core brands in September 2017.
  • The company elevated her to SVP and CMO in October 2019.
  • Though Ferdinando did retain some marketing duties, she now oversees Canadian business. This leads me to believe that PepsiCo will need someone else to oversee its US strategy.
  • The company will likely:
    • Seek a new marketing chief
    • Return to heavier ad spend
    • Seek additional influencers
    • Pursue new agency partners, especially once it finds a new CMO
  • Target demographic
    • Men
      • Gen-Z and millennials: Digital, paid social, YouTube, podcast, and Twitch ads
      • Gen-X: National TV, OOH, radio, experiential, print, and local broadcast

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance) Please refer to this graph for top brands' recent national TV spend. 
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance for all subsidiaries)
    • YTD spend: So far this year, PepsiCo has spent roughly $287.9m on digital ads.
    • YTD data: The company has earned around 34.8b digital impressions YTD via Instagram (37%), Facebook (32%), desktop video (19%), Twitter (8%), desktop display (3%), and mobile display (1%) ads.
      • PepsiCo has placed 93% of this year's desktop video ads site direct onto YouTube and the remaining 7% site direct onto Twitch.
    • Last year: In 2021, the company spent approximately $384m on this channel, up 87% from the approximately $205.4m spent in 2020.
  • Additional channel insights  
    • The brand utilizes OOH, radio, experiential, print, podcasts, and local broadcast, and it works with influencers.

Additional agency insights:

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.