Think Outside The Brand: How To Embrace A “Culture-First” Mentality In Today’s Fragmented Media Landscape


From building ideas that are “culture first” to reimagining the traditional agency/client models to embracing the power of organic earned and social media to establishing new content and media models, Todd Kaplan has 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. Catch this session, plus McDonald’s, Google, Brooks Running, Esprit and more at the DPAA Global Summit, more information and secure your passes here.