The Entertainment Factor: Rethinking a brand’s potential

As advertising dollars shift toward new media channels and non-traditional media placements, marketers are realizing new opportunities to transform their ...

As advertising dollars shift toward new media channels and non-traditional media placements, marketers are realizing new opportunities to transform their brands from “passive observers and sponsors” to “creators and curators”.  As Chief Marketing Officer of Global Consumer Engagement, Frank Cooper III has become a leading voice in this transformation, creating brand and business value engaging consumers with brands across entertainment, technology and culture.

In this session, he will explain how we must rethink a brand’s potential and the mediums necessary to create meaningful and entertaining content that will also inspire consumers to purchase.

Frank Cooper III

Chief Marketing Officer, Global Consumer Engagement, PepsiCo Global Beverages Group
Frank Cooper III leads brand marketing strategy, brand development, and brand activation for global platforms across PepsiCo’s beverage brands 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 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, original content development, and real-time marketing.
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