Pepsi Looks for More Online Exposure

Signs with BermanBraun to Sponsor, Create Content

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NEW YORK -- Pepsi has just announced it signed an agreement with BermanBraun, a Los Angeles production company founded by Lloyd Braun and Gail Berman, to give the soft drink and its brands more exposure online.

Gail Berman and Lloyd Braun


Under the deal, Pepsi will be able to co-sponsor as well as participate in the creating and planning of content with BermanBraun. The soft-drink company will also have a say in the financial interest concerning the projects.

"What struck me was how innovative and forward-thinking [Pepsi] was," said Mr. Braun. "They were looking to go beyond the TV spot, the banner ad and how to take this new environment on the internet and come up with new solutions. And that fit very nicely with what our philosophy has been."

Pepsi wouldn't disclose any financial costs.

This isn't a first for Pepsi and the agency. The relationship started when Pepsi got involved with "The 9," a daily internet show counting down the top web videos, on Yahoo.

Pepsi and BermanBraun are discussing plans for what the projects will be, and there are hopes the content will go live at the end of the year, Mr. Braun said.

Ms. Berman and Mr. Braun opened BermanBraun in February. Ms. Berman was president of Paramount Pictures until January and was an exec at Fox Broadcasting prior to that. Meanwhile, Mr. Braun, a former ABC Entertainment chairman, was head of Yahoo's media group until December 2006.

Their company focuses on TV production, the internet and movies and has recently formed a strategic alliance with NBC.
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