By: Blake Serrano
The second day of the 2022 PRSSA ICON Conference featured two speakers from PepsiCo who shared inside secrets on their engaging advertisements and campaigns.
Garrett Shipman serves as the senior manager of digital communications at PepsiCo. Shipman said that he worked with a variety of companies before PepsiCo, but found that what set it apart from the rest was its mission of being “purpose-driven.”
Shipman also said he thinks that PepsiCo is different from its competitors because they have built an authentic, well-established relationship with its stakeholders.
“We’ve been building this reputation among our audiences that we are getting involved in the community and not forgetting our roots as a company,” Shipman says. “The three pillars that are a part of this strategy are our employment brand, corporate citizenship and consumer interests.”
Ashley Capps is the director of external communications for Frito Lay North America at PepsiCo. Capps echoed that her past experience working in agency communications enhanced her career and role at PepsiCo.
“At the beginning of your career, working at an agency is really helpful and it will let you dabble in a lot of industries,” Capps relayed. “It will ultimately help you narrow what you love, what you hate, and what you thrive at.”
Capps also mentioned some of the important day-to-day duties that have allowed her to build a great relationship with Frito-Lay and PepsiCo audiences.
“I work with all of our marketing teams to take their products or campaigns and launch them to the world,” Capps added. “So if you see a new product on the shelf or a Super Bowl advertisement, those are some of the many things that I work on.”
Shipman and Capps also made the session engaging by adding a trivia session that included Frito-Lay merchandise as prizes.
“The trivia made the session informative and fun at the same time, “ said PRSSA Kent Chapter President, Kayla Polansky. “Everyone was so determined to get the free prizes and there was definitely some light competition.”