More than 80 Deusto Business School students took part in the meeting organised yesterday by PepsiCo at the University to promote knowledge exchange of marketing and digital marketing among young talent. During the event, which included conferences, networking activities and a contest to capture digital talent, the company promoted creation of ideas and reflection on digital strategies which are now essential and will determine future developments.
Various PepsiCo executives attended. Among them were Sergio Ezama, CHRO of PepsiCo Europe and Sub-Saharan Africa, and who is a Deusto graduate; Fernando Moraga, Marketing Manager of Snacks for Western Europe and Daniel Godoy, Digital Marketing Manager of Southwestern Europe, all of whom shared their professional experience and successful cases as well as the future challenges posed by digital marketing.“The world is full of possibilities but we have to go out and find them” stated Sergio Ezama. And he added: “PepsiCo offers great career development opportunities.” Daniel Godoy remarked that “It is now more important than ever before to listen to customers and give them the power because they hold the key to brand success on social media sites”.
In line with the drive to boost talent, the meeting included #PepsiCoChallenge. This initiative gives young talent the chance to demonstrate their digital skills. They were asked to design an advertisement no longer than 30 seconds which could be based on the Lays and Pepsi Max campaigns. PepsiCo therefore combined creation of innovative ideas from young potential talent with the sound experience of well known brands.
The five teams shortlisted of the total 23 in the contest had the opportunity to present their ads live. Based on their originality, content and brand presence, the panel formed by Sergio Ezama, Fernando Moraga and Daniel Godoy chose the Lady Lay’s project as the winner. It was presented by Ángela Brook, Regina Chamón, Nuria Peña and Begoña Pérez. The team commented: “It has been a fantastic experience and a unique opportunity. PepsicoChallenge gave us a closer look at the world of business and brought out our creative side, without overlooking the importance of teamwork.”
“ We appreciate PepsiCo’s having chosen Deusto as the first European university to launch this initiative. The event has been most inspiring for our students. Bringing business and university closer through experiences like this is key to consolidating our work in the classroom", said Marta Aguilar, lecturer in the Marketing Department at Deusto. And she added: “Hearing about Sergio Ezama's experience first-hand has definitely been a plus for them, seeing how Deusto alumni have succeeded, encouraging them to fight for their career aspirations and dreams".
The four members of the winning team will go on to a selection process for 2 six-month paid internships in PepsiCo Southwestern Europe's Digital Marketing Department.
Once again, PepsiCo has shown its interest in supporting talent, which is a key pillar of its vision: "Results with Responsibility".