Shephali Bhatt
Feb 24, 2012

Video: "Don't treat digital as blunt mass media instrument," says PepsiCo's Shiv Singh

WATCH Shiv Singh, global digital head, PepsiCo Beverages, talk about holistic adoption of digital

wide player in 16:9 format. Used on article page for Campaign.

Campaign India caught up with Shiv Singh, global digital head, PepsiCo Beverages, at adtech India 2012.

Singh believes that the only way to drive maximum value for a brand is by looking at digital holistically. We asked him to elaborate on that, to which he explained how brands measure TV spend and digital advertising spend but there are no metrics for engagement measurement. He said, "What I mean by 'holistic' is that don't just think about paid digital spend; think about the interactions it creates, think about overall engagement."

Starting 2011, Singh had set a few goals for PepsiCo Beverages. These included, pushing digital agenda through greater linkages between paid and social media, and scaling mobile marketing efforts.

On being asked what were the challenges he faced in achieving these targets, he spoke about not having good measurement in place and about educating his peers and fellow marketers about the efficacy of the concept.

Singh also shared a few mistakes that global digital practitioners have made and asked the Indian digital industry not to repeat the same.


Campaign India

Related Articles

Just Published

6 minutes ago

Tarun Katial, Keertan Adyanthaya launch Serendipity ...

Katial was the CEO at Zee5, while Adyanthaya was ex-head of content and comms for The Walt Disney Company APAC

22 minutes ago

Cannes Lions 2021: How storytelling shapes brands ...

Neil Lindsay, Amazon’s VP, WW Prime and marketing – Amazon was in conversation with Yuval Noah Harari, historian and ‘Sapiens’ author, at the Cannes Lions Festival of Creativity

1 hour ago

Cannes Lions 2021: 'The new Burger King logo is the ...

Senior professionals from Burger King and Jones Knowles Ritchie speak about the fast-food giant’s brand identity revamp exercise

1 hour ago

Cannes Lions 2021: Six learnings from Piyush ...

Ogilvy’s chairperson of global creative and chairperson of India shares life learnings and how he has used them in advertising