PepsiCo has concluded the pitch launched in January 2017 for the creative concept and implementation of digital activities for the Star brand. Deloitte Digital was selected from among the other agencies invited to the pitch.
Deloitte Digital will be responsible for implementing and running the new digital image campaign. The goal is to reposition the brand within the salty snacks group. The launch of activities is planned for spring 2017.
As Katarzyna Rogowska, Brand Manager of the Star, Mr Snaki and Sunbites brands, emphasizes - The outcome of the pitch was decided by taking into account the specifics of the target group, addressing the brand's strategic goals and a concept that stands out against the category.
At present, both parties are formalizing the terms and rules of cooperation.
Star is another new client for Deloitte Digital. At the end of 2016, as a result of won pitches, Pizza Hut, Mazda and Getin Bank joined the agency's client roster, while PepsiCo extended its cooperation on the Pepsi and Mirinda brands.
Deloitte Digital is a global interactive and consulting agency belonging to the advisory firm Deloitte. Its operations are based on the competences of an interactive agency and an advisory firm. The effectiveness of this model is demonstrated by Deloitte Digital's achievements in the United States and around the world. Advertising Age magazine ranked Deloitte Digital among the top three largest interactive agencies in the world in 2015 and 2016. In 2017, in its annual report "Magic Quadrant for CRM and Customer Experience Implementation Services", Gartner recognized Deloitte as the global leader in Customer Relations Management services and in Customer Experience Implementation for the fifth consecutive time.
Concepts from the article
Advertising — Revenue comes from selling space, airtime, impressions or access to an audience. Examples: Google, Facebook, content sites.
Why it matters: It enables free access for users and monetizes their attention.
When it is used: When you have large, valuable and measurable traffic or a community.
What happens if you skip it: Without advertising, a site with high traffic and free access has nothing to sustain itself with.
CRM — Customer Relationship Management. A system storing contacts, leads, communication history, sales opportunities, tasks and marketing consents. It helps sales and marketing teams work on shared customer data.
Why it matters: It keeps all knowledge about a customer in one place: who talked to whom, about what and when, and at what stage the sale is. A salesperson leaves — the knowledge stays.
When it is used: In sales and marketing: from first contact through quoting to serving regular customers and marketing consents.
What happens if you skip it: Without CRM, customer history lives in the inboxes and notes of individual people; offers get duplicated and leads are lost on the way between departments.
