Pepsi's music marketing tries to forget Big Data culture

09/26/2013 | Adweek

Pepsi has a long history with marketing tied to pop music icons from Michael Jackson to Beyoncé, and new efforts will reach back to those early roots by using less data and analytics. The move away from data is aimed at helping Pepsi marketers better understand current culture, said Bozoma Saint John, Pepsi's head of music and entertainment marketing, during the Advertising Week "The Sellout" panel held this week in New York City. "It becomes a very different conversation about maybe what their influence is on social, without looking at the numbers," she said.

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