Marketers still need to familiarize themselves with the concept, as two-thirds of people now prefer to engage with brands digitally.
A "Trash Talk" platform featuring player-led PSAs and an interactive game is part of a new initiative that spans the PepsiCo portfolio.
Even as concerns persist around the delta variant, brands feel more confident about their strategies, including the return of experiential tactics and expansion into sports betting.
The Frito-Lay brand is enlisting the buzzy media company to amplify winners of a Rise Project that provides grants and mentorship opportunities.
The acquisition is the first major agency deal since the company tapped David Droga, a venerated creative, as CEO of its marketing services division.