The Week

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PepsiCo last week shifted leadership following the resignation of PepsiCo Beverages and Foods North America Chairman-CEO Gary Rodkin. Mr. Rodkin, 52, who left ostensibly to seek the top position elusive to him at PepsiCo, will be replaced immediately by current Pepsi-Cola North America President Dawn Hudson and John Compton, vice chairman-Frito Lay North America and president-salty snacks. Both will report directly to PepsiCo Chairman-CEO Steve Reinemund. Ms. Hudson, 47, will add the title of CEO, Pepsi-Cola North America, and add responsibility for aligning bottler partnerships, which industry analysts say is one of her strengths. John Compton, 43, was named president-CEO of QTG, the combined Quaker Foods and Tropicana/Gatorade divisions in the U.S. and Canada. Developing new sales-driving tactics for Quaker snacks will be a key challenge for Mr. Compton, who in 2002 as chief marketing officer, Frito-Lay, quickly identified the need to shift advertising and new products toward better-for-you snacks. AdAge.com QwikFIND aaq44q

EBay, tapping BBDO, seeks stronger creative

Online auction house eBay, facing a new set of challenges, from sellers' outcry over rising fees to a profit shortfall, moved its $70 million-plus account from its agency of six years, Omnicom Group's Goodby, Silverstein & Partners, San Francisco, to sibling shop BBDO, New York, last week. Bill Cobb, president-North America, said in a statement last week that eBay's growing marketing needs required "an agency that could deliver creative excellence across our marketing mix." Mr. Cobb worked with BBDO a number of times in his marketing career, including a stint in the late '90s at Pizza Hut where he switched the account to BBDO from Goodby. AdAge.com QwikFIND aaq44w

New H-P CEO sticks to 'One' strategy, for now

Mark Hurd, former CEO of NCR appointed as Hewlett-Packard's CEO last week, is expected to continue to execute on the strategy put in place by his predecessor, Carly Fiorina. His appointment followed a seven-week search to replace ousted CEO Ms. Fiorina. The "One Voice" concept at HP is designed to unite its lines of products from digital cameras and TVs to computers and printers for a one-stop consumer shopping experience. Mr. Hurd, 48, will also be responsible for replacing top marketing executive Allison Johnson, who left HP to take the top marketing post at Apple at the end of February. Goodby, HP's agency, isn't likely to face scrutiny in the near term, although that may change when the new senior VP-marketing is named. AdAge.com QwikFIND aaq44m

Blockbuster to reimburse consumers for late fees

Blockbuster settled claims with 47 states and the District of Columbia by agreeing to pay $630,000 for an investigation into the chain's "No Late Fees" ad campaign. State attorneys alleged that Blockbuster's "No Late Fees" campaign, launched in January, did not tell consumers that rentals would be converted to sales after seven days, that there would be restocking fees for returning late rentals and that not all of the chain's 5,000 stores were participating. The campaign was created by Doner, Southfield, Mich. Blockbuster, as part of the agreement, will reimburse consumers who were charged restocking fees or whose rentals were converted to sales if they did not understand the policy. Customer behavior has shown that consumers understand the program, said Nick Shepherd, Blockbuster's president, U.S. store operations. "However, we want to do all we can to make sure everyone understands." AdAge.com QwikFIND aaq44L

Weinstein Co. launched by Miramax founders

With the dissolution of their 12-year relationship with Walt Disney Co. finally fizzling out last week, Miramax co-founders Harvey and Bob Weinstein unveiled plans to form a "giant multimedia company," tentatively dubbed the Weinstein Co., crossing into film, TV, books, new technologies and the Internet. The brothers will remain at the studio until their contracts expire in September. Plans include launching 15 to 20 movies in the first year. AdAge.com QwikFIND aaq44o

FYI...

Suzanne Boyd, editor in chief of Essence Communications Partners' shuttered Suede, left the company last week. AdAge.com QwikFIND aaq44p

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