PepsiCo’s U.S. beverages division is deepening its ties to VaynerMedia in what is 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 is more “culturally fluent” across platforms, the companies said.
The fully integrated team will initially focus on five brands under the PepsiCo beverages banner: Starry, Mug, Pepsi, Mountain Dew and Bubly. The deal is not meant to replace long-standing relationships with other agencies, which will continue to execute “big brand moments,” a potential reference to more traditional paid media campaigns and sponsorships. Instead, PepsiCo and VaynerMedia will tackle “always-on” social and creative 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 constant online presence, and one that can quickly produce content responding to water cooler conversations, whether they be around buzzy TV shows and movies or gaffes from public officials. Mastering these tactics is seen as an important way to cut through the advertising aversion prevalent in important consumer groups like Gen Z.
PepsiCo and VaynerMedia have worked together for several years, but the news underscores how some large marketers are changing their approach to in-house agency arrangements as they try 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 could 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.
