Think Outside the Brand: How to Build a Culturally Relevant Brand in Today’s Fragmented Media Landscape

Hear from Pepsi’s Chief Marketing Officer, Todd Kaplan, as he discusses the need to evolve the marketing industry’s playbook for the future. In today’s world, it is crucial for brands to shift their perspective from thinking like an “advertiser” to behaving like a “creator” and building “opt in” content and experiences to engage with consumers on their own terms. From building ideas that are “culture first” to reimagining the traditional agency/client models to embracing the power of organic earned and social media, Todd has re-defined what it means to be a brand marketer in the 21st-century.