As part of its social media management consolidation for CSD brands, PepsiCo Malaysia makes some alterations for its agencies-on-record (AOR); as a result of this move, Mindshare extends its role.
From just being the Media AOR, it now also manages the social media efforts for the the soft drink brand.
Its new appointment will also cover other CSD brands like Miranda, Mountain Dew, 7Up, and Gatorade. As for scope of work, Mindshare extends its scope to include social creative conceptualisation, content development, and managing owned assets.
“PepsiCo brands are very close to everyone at Mindshare as we have been working closely with the business; it’s always been about building new paths for breaking innovations on media.
“With this win, it gives us an opportunity to impact the business not just across paid. We will also do the same for owned and earned media. In fact, we are excited about our partnership and can’t wait to see things rolling out,” said Dheeraj Raina, Managing Director for Mindshare Malaysia.
For PepsiCo Malaysia Head of Marketing-Beverage, Shireen Othman, this new appointment is timely. “Beverages brands are at a new cusp of consumer engagement and innovation.
“We are launching some extremely exciting variants and it is important for us. As such, it’s critical we partner with an agency that can create impact; specifically, in areas where the most conversations around the category and brand are happening,” she shared.
Text by: Victor Yap
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