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, www.pepsi.co.uk, 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.’