Singh will work for Frank Cooper, the chief consumer engagement officer who has changed PepsiCo's marketing philosophy.
Razorfish's longtime social media strategist, Shiv Singh, will soon take flight from the agency to accept a digital marketing gig with PepsiCo Beverages Americas.
Singh will work for Frank Cooper, who as the chief consumer engagement officer for PepsiCo's North American beverage arm has embraced social and emerging media strategies. That shift was evident in the Pepsi Refresh campaign, in the crowd sourcing of flavors for Mountain Dew, in the decision not to buy a Super Bowl spot this year, and in tie-ins with Foursquare, Stickybits, and other social media platforms.
"It's fascinating what they have embarked on doing since November last year, forming this group around consumer engagement," Singh told ClickZ. He said he will continue to be based in Manhattan, where he lives near Grand Central Station, and will commute to PepsiCo's headquarters in Purchase, New York.
He is replaced at Razorfish by Andrea Harrison, a five-year employee who has worked in the company's social influence marketing practice. Her client work includes digital strategy for Unilever's Axe brand, e-commerce strategy for Condé Nast, and social media analysis for Ford.
Singh is the second practice lead to have departed Razorfish in recent weeks. Earlier this month, Matt Greitzer - who helmed the agency's Atom Systems display media optimization unit - left to found Accordant Media, a start-up focused on audience-based media buying.Follow Zachary Rodgers on Twitter at @zachrodgers.
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Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
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