Pepsi-Cola plan unveiled in memo to staff

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Pepsi-Cola North America President Phil Marineau today detailed for employees a new marketing structure that puts former ad agency executive Dawn Hudson at the helm of North American marketing as senior VP-strategy and marketing. Ms. Hudson joined Pepsi-Cola last year as senior VP-new products and joint ventures from sister PepsiCo division Frito-Lay, where she had been exec VP-marketing and strategic business development. Ms. Hudson's new assignment follows the departure earlier this year of long time Pepsi-Cola worldwide marketing chief Brian Sweete.

In an internal memo to employees, Mr. Marineau called Ms. Hudson, 40, "one of the country's preeminent marketers." He said a new innovation and technology department at the soft drink marketer will report to Ms. Hudson and be headed by VP Doug Boyle, formerly VP-marketing and business development/fountain beverage division. Janine Bousquette will continue to lead marketing for cola products and oversee media, and the company will increase its focus on market research under the guidance of Robert Jordan.

Pepsi-Cola will shortly appoint a new VP-brand strategy and marketing, portfolio brands, to handle Ms. Hudson's former duties. That individual will handle flavor brands and alternative beverages, including the company's joint venture with Starbucks Coffee Co.

Prior to joining PepsiCo in 1996, Ms. Hudson had been managing director of the New York office of D'Arcy Masius Benton & Bowles, and exec VP-client services, DDB Needham Worldwide, New York, where she had worked on Frito-Lay. A Pepsi-Cola spokesman said the changes will not affect Pepsi's relationship with primary creative agency BBDO Worldwide, New York.

Copyright November 1998, Crain Communications Inc.

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