NEW YORK: PepsiCo hired vox collective as its corporate Hispanic communications AOR after a three-month review process.
Dave DeCecco, director of the media bureau at PepsiCo, said there were three agencies involved in the pitch process.
“Next year and beyond we wanted to dial up our corporate reputation initiative in the Hispanic community,” DeCecco said of why the company decided to launch a review.
Roberto Ramos, president and CEO of vox told PRWeek via e-mail the agency's strategic planning is underway and it is gathering intelligence to develop a long-term approach to increasing Pepsi's reputation within the Hispanic community. The agency officially starts work with Pepsi on January 1.
The plan, Ramos said, is based on Pepsi's Performance with Purpose platform.
Brunswick Group is Pepsi's current AOR for Performance with Purpose and Edelman handles its corporate responsibility initiative.