Why a Freelance Content Strategist Would Have Saved Pepsi

Brands are increasingly abandoning ad agencies or acquiring them and forming in-house marketing and content creation departments in the name of efficiency and speed. Pepsi is no exception. At last year’s Cannes Lions Festival, president Brad Jakeman energetically talked up its decision to form a new in-house content creation arm, Creators League Studio. “Instead of five pieces of content a year, a brand like Pepsi needs about 5,000 pieces of content a year. Instead of taking six months to develop an ad, we have six hours or six days. And instead of it costing $2 million, it needs to...

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