NEW MEDIA: BMP InterAction wins Pepsi task

Pepsi has appointed BMP interAction as its designated new-media marketing agency in what is likely to lead to a major upgrading of the company’s commitment to new and interactive media.

Pepsi has appointed BMP interAction as its designated new-media

marketing agency in what is likely to lead to a major upgrading of the

company’s commitment to new and interactive media.

BMP InterAction will be working closely with Pepsi to develop and

implement a long-term strategy for the brand that will involve a series

of new projects using various digital platforms and the internet.

The current Pepsi site,, includes the Pepsi Chart, games

and a chat forum. It will undergo a major revamp in the coming months

and will be heavily promoted on the web in an attempt to raise awareness

of the brand online.

The site was originally designed by Syzygy, which won the business in

May 1997, and was regarded largely as a trial.

Pepsi is staying tight-lipped about its plans for digital media but it

is believed the company will experiment with digital TV platforms.

To facilitate the project, BMP InterAction is in negotiations with

online content, production and media partners to take Pepsi’s commitment

to the internet as a marketing channel into the next stage.

BMP InterAction won the business after a three-way pitch lasting two

months. Traffic Interactive, the new-media and digital arm of Abbott

Mead Vickers BBDO, which handles Pepsi’s above-the-line work, and

incumbent Syzygy also pitched for the account.

Jason Goodman, business director at BMP InterAction, said: ’Pepsi

challenged us to deliver a completely new strategy for fmcg interactive

marketing. They are taking the interactive medium very seriously.’


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