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Big Risks Pay Off

June 8, 2010
Posted by Susan Weissman

Lauren Hobart, chief marketing officer for PepsiCo’s sparkling brands unit, is being honored by Advertising Age as Women to Watch. We all have to watch the big brands — who have lots of money to spend and do an excellent job of tracking results to learn best practices. Lauren is behind the Pepsi Refresh Project, an intriguing play for consumer engagement that allows not-for-profits to to be highlighted on the Pepsi site and consumers vote for where the dollars go.

Lauren’s advice: know the consumer “intimately well, so you feel you can trust your gut and (do) just that — trust your gut, make big bold decisions and stick to them.” I couldn’t agree more – you’ve got to take risks to stand out and make an impact.

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