M&C Saatchi Abel plans to get the tills ringing for PepsiCo brands

By our News Team | 2022

FMCG giant appoints new advertising agency to provide creative solutions across a portfolio of its leading brands.

Ad agency M&C Saatchi Abel has been appointed as the new lead agency across a portfolio of PepsiCo brands. This includes Lay’s, Liqui Fruit and Weet-Bix. The appointment will see the agency providing creative solutions aimed at further entrenching loyalty for the brands. 

“Winning this mix of iconic brands comes with a legacy and heritage we need to uphold as we begin our journey with the PepsiCo family,” says Jacques Burger, Founding Partner and Group Executive of M&C Saatchi Group South Africa.

“But, at the same time, it also comes with the challenge of ensuring they remain future-fit and continue to grow. Working with a brand like Lay’s presents an exciting space to marry global assets with our South African audience, establishing local and regional relevance,” adds Burger.

Agency New Business

Photo credit: PepsiCo

Integration of multiple brands into one portfolio

According to Martin Neethling, Chief Marketing Officer at PepsiCo in sub-Saharan Africa, the acquisition of Pioneer Foods by PepsiCo in 2020 provided for the integration of a range of different and powerful brands into a single portfolio.

“This in turn provides us with the unique opportunity to be able to zoom out and examine our agency partner ecosystem. We want to be sure that the agencies we work with are the best partners in these challenging and innovative times,” says Neethling.

“We believe that the appointment of new agency partners will bring together creative talent with our winning brands to help us create meaningful connections between our brands, our consumers and their communities.”

Burger notes that M&C Saatchi Abel welcomes the opportunity to deliver brutally simple solutions, underpinned by a sense of accountability, within the advertising discipline.

“At the end of the day, you will know if the work is delivering on the client’s needs by the sound the till makes when customers pick your brand over another,” he concludes.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.