Director of cultural branding, music and entertainment, Pepsico
Super Brand, Super Bowl
Pepsi is one of music's most powerful brands-second only to Coca-Cola, in fact, on Billboard's 2012 Maximum Exposure list-and it's also one of the most active. The brand's $60 million in "X Factor" marketing support was enough to boost Warner Bros. singer Outasight up the Billboard Hot 100.
| My Mentor: "I have as many [mentors] as the many years I've been in this business. Some are close-whom I can call, meet, be honest with-and some are far-whom I admire and emulate from afar. To name a few, Spike Lee, Frank Cooper, Javier Farfan, Cie Nicholson, Brett O'Brien, Leah Hamilton, Lylette Pizarro-McLean are close. Oprah Winfrey, Sylvia Rhone, Obama, Beyonce, Ryan Seacrest, Kris Kardashian (don't judge, homegirl is a hustler!) are far.
Nicki Minaj was chosen as the face of the brand's first global ad campaign ("Live for Now"). Michael Jackson's Bad received a major celebration for its 25th anniversary through a commemorative soda can and accompanying concert. One Direction, Melanie Amaro and Calvin Harris have also received heavy Pepsi advertising support around new singles and albums. And Pepsi teamed with Billboard to present the "Summer Beats" concert series that began with Katy Perry in Hollywood at the premiere of her film "Katy Perry: Part of Me." Pepsico director of cultural branding, music and entertainment Bozoma Saint John says, "We really want to act as a thread to find all the connections we can between the artist, label and retailer." Up next is the Super Bowl halftime show, featuring previous Pepsi pitchwoman Beyoncé. Saint John, who joined Pepsi from Spike Lee's ad agency Spike DDB shortly after Beyoncé's first spot in 2003, is hopeful the singer will renew her relationship with Pepsi. "She's so focused on everything coming out for Super Bowl right now, but after that's done we can start talking."