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Advertising Age Article Abstract

Media Mavens: Seth Kaufman, Pepsico Beverages Americas

Maven With Little Media Background Rebuilt and Expanded Media Team, Leading to Entertainment Weekly, CBS Deals

By: Natalie Zmuda
Published: September 27, 2010

NEW YORK (AdAge.com) -- It's ironic that Seth Kaufman is a media maven, because he's not necessarily a media guy by training. The director-media strategy and investment for PepsiCo Beverages Americas is a marketer, a general manager, a specialist in shopper insights, even an adjunct professor. But when it comes to media, his direct experience was somewhat limited, including a stint in media sales for a company that represented radio stations. That, said Dave Burwick, a former PepsiCo executive, is what made Mr. Kaufman perfect for the job. ...

Full Article Word count: 448

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