PepsiCo Foodservice CMO on linking restaurant relief to culture amid a pandemic

For PepsiCo, the coronavirus pandemic has altered not only how the food and beverage marketer engages consumers, but also business customers hit hard by the crisis, including the decimated restaurant industry.

As chief marketer of PepsiCo’s foodservice division, Scott Finlow has to keep both groups in mind when designing strategy — all at a historically rapid clip. PepsiCo has at the same time pulled back on nonessential advertising and marketing spend​, amplifying the need for innovation.

Finlow has focused on restaurant worker relief since the coronavirus pandemic hit.

Permission granted by PepsiCo


A north star for Finlow in this tough

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General Motors CMO says speedy pivots are new marketing norm in coronavirus era

As the novel coronavirus started to strain U.S. hospital systems in mid-March, General Motors adjusted course to see if it could provide relief. Working with the medical device firm Ventec Life Systems, the automotive giant quickly shifted manufacturing resources to produce ventilators, a move that President Trump put additional pressure on by invoking the Defense Production Act.

“Our team … all on volunteer time and all apart from what they were doing to manage the current crises in the business, jumped in,” GM CMO Deborah Wahl said this week during a panel session organized by the Mobile Marketing Association (MMA).

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Cadillac’s CMO wants the upfronts to evolve to meet a disruptive moment

Like much of the events space, the TV upfronts season has been turned on its head by the coronavirus pandemic. What was once a glitzy series of presentations held in concert hall-sized venues has been reduced to trimmed-down video conferences streamed from executives’ homes, as evidenced by NBCUniveral’s Monday presentation.

“Everyone is Zooming and creating a totally different presentation than what it used to be,” Tal Chalozin, co-founder and CTO of Innovid, said during a webinar presented by the ad-tech firm Tuesday.

The sharp shift in presentation format, while necessitated by a public health crisis, underpins other, more significant

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Chipotle’s CMO on how the brand quickly pivoted in response to coronavirus

As the coronavirus continues to disrupt daily life and the global economy, marketers must continue to figure out how to operate on this unprecedented and rapidly changing landscape. This is particularly true in the restaurant industry, where more than $25 billion and more than 3 million jobs were lost during the first 22 days of March, according to the National Restaurant Association.

As shelter-in-place orders and dine-in restrictions persist, restaurant marketers have a unique challenge of messaging around delivery and take-out capabilities, employee safeguards and corporate responsibility efforts related to the pandemic.

Among those leading the way are Chipotle

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