Pepsi Talks “Culture-First” Mentality @DPAAglobal Summit

Adrian J Cotterill, Editor-in-Chief

DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media and its growing role in the omnichannel mix, has announced more detail on Pepsi’s Todd Kaplan‘s ‘Think Outside The Brand: How To Embrace A “Culture-First” Mentality In Today’s Fragmented Media Landscape’ presentation.

From building ideas that are “culture first”, reimagining the traditional agency/client models, embracing the power of organic earned and social media and how to establish new content and media models, Todd Kaplan has (already) re-defined what it means to be a successful brand marketer in the 21st century.

As brands continue to embrace emerging technologies and new ways of connecting with consumers, Pepsi is leading the charge by employing a “culture-first” mindset that has enabled the brand to find its way back into the cultural zeitgeist and drive unprecedented engagement with consumers.

In this dynamic session, Todd will share how Pepsi leans into the human side of consumers to understand their needs and behaviors as well as how to infuse those needs into the creative process and media selection, including OOH, to drive brand affinity.

“This year’s Summit is shaping up to be the best and biggest yet,” said Barry Frey, President & CEO of DPAA. “We’ll explore themes of Retail Media, Omnivideo and how brands are leveraging the growing role of digital out of home advertising and programmatic innovation.”

You can catch this session, plus McDonald’s, Google, Brooks Running, Mastercard, Esprit and more at the DPAA Global Summit – Omnivideo which is part of Out of Home New York taking place from October 9 to 13. The Summit is a full day of learning, exploring new technologies and networking. The event includes breakfast, coffee break, lunch and end of day cocktail reception.

The week will be the usual heady mix of FREE and PAID for events – conferences, showcases, cocktails, open house, breakfast debates, tours and other ad-hoc activities.

A DSF Regional Mixer, the DPAA VIP Newsmaker Dinner, the DPAA Global Summit, the Sony Professional Display Solutions Roadshow, SOLOMON Cocktails, OAAA Cocktails, XUSC Jazz & Cocktails, a Walk and Talk’ Coffee event at David Geffen Hall, a Daktronics NYC Partner Appreciation Reception, a Planar Virtual Production Studio Open House & Demo, Planar Emerging Trends in Education Luncheon, a Planar Showroom Open House & Happy Hour, the Brand Experience Lab’s Future of Digital Out-of-Home Advertising event and a leading Hologram provider open house are just some of the other events that are already scheduled to take place that week.

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