Noah Evans PepsiCo and VaynerMedia Co-Sourcing Blog
What caught my attention the most was the tittle "In-housing or outsourcing? PepsiCo, VaynerMedia turn to ‘co-sourcing’" PepsiCo a large company that we all know and VaynerMedia a company that I have never heard of both in the same title talking about "co-sourcing". After reading the article It was much more interesting than I had thought, Pepsi and VaynerMedia had been in business together for 15 years when Pepsi decided to do a co-sourcing marketing strategy combining out sourcing marketing agencies and in-house marketing. With this change in mind Pepsi's main focus is advertising on social media more specifically on TikTok. This change was necessary for PepsiCo advertising strategies are changing more and more people are online scrolling on social media then ever, PepsiCo is trying to take advantage of the chaining times. Since the change PepsiCo is able to output faster then ever a project that might have taken three months before can now only take 3 days. By tripling content output this has increased interaction by over 50% online, PepsiCo company Mug root beer is now the fasting growing root beer due to the advertising of the beloved bulldog. PepsiCo's value proposition "Building a sustainable future that brings value to our people, our communities, and our customers."PepsiCo is all about doing good, they strive to improve for their communities. The reason that this article is such a big deal is not just because this massive Nasdaq company is changing the way they manage their advertising but also because PepsiCo's stock jumped up over $11 since this article was released. Every action that these Nasdaq companies make there is a big reaction. A serious problem that PepsiCo has with this collaboration with VaynerMedia is making sure the two companies have the same culture. A big part of PepsiCo's Value Proposition is their culture they want to be company that does good and spreads good within their company and the communities they affect. VaynerMedia and PepsiCo's agreement is very unique because it gives VaynerMedia more freedom to experiment, I think that this freedom is great for VaynerMedia to come up with something outside of the box and roll with it and might even come up with something remarkable. A huge trust is needed between both companies, good thing they have been in business for 15 years. I am looking forward to see what they are able to come up with together. The only problem I can see there being with their advertising strategy is that people like my grandma who don't scroll on social media at all won't be affected by their new advertising, yes a chunk of the population won't see this set of advertising, but are these even the people want to advertise to? Im guessing they all have heard of the company and are so stuck in their ways that they either love or hate Pepsi. I was in charge and was able to do it differently Is the way that their marketing teams are communicating, In the article it is mentioned that they are using WhatsApp to communicate between teams but I feel like they should be in the same building for quicker and easier communication. What I learned from this article is that companies outsource certain aspects of their business, I had assumed that all big Nasdaq companies had in-house marketing teams and only that.
VaynerMedia: https://vaynermedia.com/
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