NEW YORK (AdAge.com) -- PepsiCo has hired Razorfish's Shiv Singh to the role of director of digital, North America.
Leaving his post as Razorfish's global social media lead, Mr. Singh will report to Frank Cooper, PepsiCo's chief consumer engagement officer. While Mr. Singh will oversee all digital for beverages, he has undeniably made his name in social media.
"This shows how important social media is to Pepsi," said Mr. Singh. "It's no longer niche. It's fundamentally changing how consumers connect to brands."
Pepsi's umbrella campaign "Refresh Everything" relies heavily on social media, and the marketer has already been an early adopter of new platforms like Foursquare and, most recently, StickyBits. PepsiCo is the launch partner for the product check-in mobile app's brand program, where the marketer's official comments show up first -- think paid search listings for content -- when users scan product barcodes.
Mr. Singh, an Ad Age 2009 Media Maven, is leaving the Publicis Groupe digital agency after 11 years. This is his first post on the marketer-side and he has never counted Pepsi a client. He will report to Purchase, N.Y., on July 1.
With the move, Razorfish is losing one of its most visible execs and another decade-plus employee. After the agency was acquired by Publicis Groupe last summer, a handful of long-timers left the shop for the marketer side.
Five-year agency exec Andrea Harrison will now serve as Razorfish's national social influence marketing lead effective immediately.