"Speed is the new intellectual property," says Cooper, who led Pepsi's global music team to secure 11 artists for 11 exclusive World Cup-inspired songs in just 90 days for a program called Beats of the Beautiful Game. Pepsi also teamed with Usher and Nico & Vinz in the United States for exclusive content, but results for both campaigns were mixed at best and a two-year 2012 pact with Beyoncé also failed to generate planned content. Still, Don Omar's contribution to Beautiful Game -- "Pura Vida" -- earned a Latin Grammy nomination, and Cooper continues to push boundaries with Pepsi's ongoing support of the Super Bowl halftime show, the Grammys and other tentpoles.
WHAT I COLLECT: "Rare books. Which, for someone deeply involved in digital, is counterintuitive."