Frank Cooper, Chief Marketing Officer, Global Consumer Engagement, PepsiCo, Inc and Shiv Singh, Global Head of Digital, PepsiCo Beverages.
As Chief Marketing Officer of Global Consumer Engagement for PepsiCo, Inc., Frank Cooper III is charged with leading brand marketing strategy, brand development, and brand activation for global platforms across all beverages. In this role, he expands his North American duties to include all territories throughout the world. In addition to leading the development of the consumer engagement model, Cooper also leads Global Media, Global Entertainment, and Digital Engagement. In that capacity, he has served as the lead negotiator on PepsiCo’s renewal of a multi-billion dollar deal with the NFL, led the negotiations and creative development of Pepsi’s partnership with the hit television show “The X Factor,” and charted a new course for digital through exclusive partnerships (e.g., Foursquare, Twitter), original content development, and real-time marketing.
From 2008 – 2010, Cooper served as Chief Marketing Officer, Sparkling Beverages for Pepsi-Cola North America (PCNA), where he oversaw PepsiCo’s entire soft drink portfolio (including TM Pepsi, TM Mountain Dew and TM Sierra Mist). Cooper led the re-launch of trademark Pepsi, positioning the brand around the idea of optimism and positive change while provoking active participation of consumers. From the iconic “Word Play” advertisements, to the Webby Award-winning “Dear Mr. President”, to the retro-inspired “Pepsi Throwback” product, to the Pepsi Refresh Project, the re-launch was widely recognized as one of the most innovative and effective initiatives by PepsiCo in years.
Cooper also spearheaded the most successful limited-time offering in Pepsi history, through a consumer-generated platform called “DEWmocracy.” Working closely with Forest Whitaker, he developed an online story-based game that allowed consumers to create the next Mountain Dew product. In a 12-week period, the limited-time offering yielded over 17mm cases worth approximately $100 million at retail.
Many of Cooper’s efforts have established him as a leader in the industry for branded entertainment, including producing the DEWmocracy experience, the “Deathbowl to Downtown” documentary, “The Next Great Game Gods” television special on Spike TV, the “We Inspire” digital platform targeting women, “On the Bubble” animated series, Yo Sumo documentary (with Eva Longoria), Pepsi Musica television series, Green Label Sound music label for emerging artists, and interactive motion pictures through Green Label Studios.
Within PepsiCo, Cooper has also worked as vice president of promotions and interactive marketing, supervising Pepsi-Cola North America’s (PCNA) national and account-specific retail marketing efforts and leading the company’s digital strategy and initiatives. He joined PCNA in July 2003 as vice president for multicultural marketing & strategic initiatives.
Prior to Pepsi, Cooper spent a decade working as a senior business executive and entrepreneur behind some of the most powerful urban and new-media brands in the world. From 2001-2003, Cooper served as Vice President of Interactive Marketing at America Online, Inc., where he managed music sales and marketing programs.
In 1998, Cooper co-founded the largest Internet company focused on urban lifestyle and minority markets, Urban Box Office Networks, Inc. (“UBO”), and prior to that period he served as a senior business affairs executive for the two most iconic brands in urban music: Motown Records and Def Jam Recordings.
Cooper received his B.S. degree in business administration from the University of California at Berkeley and received his juris doctorate from Harvard Law School, where he served as Supreme Court Editor of the Harvard Law Review.
He formerly served as Chairman of the American Advertising Federation (a leading advertising trade association with over 40,000 members).
Cooper has been recognized as Fast Company’s “100 Most Creative People in Business” (#44), Advertising Age’s Entertainment A-List and Ad Color “Legend” Award.
Shiv is a recognized digital marketer who focuses on how brands are being forced to transform with the evolution of digital communications and social media. In September 2009, he was recognized by Ad Age as a Media Maven and was featured on the publication’s cover. He is also author of the book, “Social Media Marketing for Dummies.” While he spends most of his time as the Global Head of Digital for PepsiCo Beverages (across paid, owned and earned media), he is also available for select speaking engagements.
Shiv has been with PepsiCo since July 1st, 2010 where he is responsible for digital in its beverages business. Prior to that he worked at Razorfish for over eleven years (one of the largest interactive agencies in the world and part of Publicis Worldwide). Before that he ran a small web devleopment company based in Boston.
At Razorfish, he led digital strategy, user experience and social media teams in its Boston, New York, San Francisco and London offices. As the company’s VP & Global Social Media Lead, Shiv he helped the agency introduce its clients such as Carnival Cruise Lines, Microsoft, Citibank, Ford Motor Company, Mercedes Benz USA, Novartis and Victoria Secret to social influence marketing- or, how to incorporate social media and social technologies to support marketing and business objectives. He also had group wide responsiblities in the realm of social media. Most recently, he was instrumental in Razorfish’s role as incubation partner for Bundle, a financial social media start-up. At Razorfish, his role also included capability development, developing strategic partnerships, leading thought leadership efforts and encouraging experimentation with social media across the agency.
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