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| Pepsi-Cola Names Spike DDB Multicultural Ad Agency of Record Spike Lee to Direct New TV Spot Starring Beyonce Knowles |
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| December 23, 2002 |
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PURCHASE, NY /diversitybusiness.com/ Following a review of
several agencies over the last few months, Pepsi-Cola North America (PCNA)
today named Spike DDB its multicultural advertising agency of record. Spike
DDB is a minority-owned, full-service advertising agency founded by
world-renowned film director Spike Lee and DDB Worldwide. The agency's first
commercial work for PCNA will be a TV ad starring music and film sensation
Beyonce Knowles. The new TV ad is scheduled to air sometime in early 2003. "From breakthrough movies to videos, Spike Lee's impressive body of work speaks to the heart of the urban experience," said Randy Melville, vice president-multiculturalism and strategic initiatives for Pepsi-Cola North America. "We are excited to begin collaborating with Spike DDB, bringing unique capabilities and fresh insights to our creative process, and helping our ads resonate with consumers throughout the United States." Spike DDB's new arrangement with Pepsi may go beyond creating TV advertising to include development of radio, print and Internet creative. "Pepsi has a long history in its commitment to developing a relationship with the African-American and multicultural communities. They have set very high standards in meeting this commitment," said Spike Lee, chairman and chief creative office for Spike DDB. "Spike DDB is excited about the opportunity to work side by side with such great partners and we are ready to go to work." BBDO New York, Pepsi's longtime agency of record, continues to handle general market advertising, while Dieste Harmel & Partners, based in Dallas, is responsible for Pepsi's Latino advertising. Purchase, NY-based Pepsi-Cola North America is the $4 billion refreshment beverage unit of PepsiCo Inc. in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Blue, Mountain Dew, Mountain Dew Code Red, Sierra Mist, Mug, Slice, Aquafina, FruitWorks, Dole single-serve juices and SoBe. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. Spike DDB is a minority-owned, full-service advertising agency founded by acclaimed film director, Spike Lee and DDB Worldwide. The agency is focused in integrated communications that target African-American and urban-minded consumers. Source: Pepsi-Cola North America |
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