No. 46: Adam Harter | Power 100

Adam Harter, VP Marketing & Cultural Connections, Pepsi Beverages North America

46

ADAM HARTER, 44

VP Marketing & Cultural Connections, Pepsi Beverages North America
Last Year's Rank: —

Harter, who spent an ­estimated $50 million to $75 million on music ­sponsorship in 2015, added a Live Nation deal ­(sponsorship of three music festivals; ­pouring rights at 70-plus venues) and Fox's Empire to a roster that includes the Super Bowl halftime show and the Grammys. The ­groundbreaking Empire buy actually integrated a Pepsi ad into the storyline of the midseason finale, generating 2 billion-plus earned media ­impressions valued at more than $30 million.