PepsiCo curates Omnicom talent in new Galaxy agency concept

04/8/2013 | Advertising Age (tiered subscription model)

PepsiCo is experimenting with its agency model, "curating" teams from within Omnicom agencies rather than relying upon its lead shops, BBDO and TBWA\Chiat\Day, writes Natalie Zmuda. The concept, called Galaxy by PepsiCo marketers, was seen in 180 LA's recent assignment of a spot featuring Beyonce. "We're curating the exact number of people at the exact seniority with the exact capabilities we need," says Brad Jakeman, president of the global beverages group.

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