Shiv Singh, Razorfish Social Strategist, Leaves to Join PepsiCo

  |  June 15, 2010   |  Comments

Singh will work for Frank Cooper, the chief consumer engagement officer who has changed PepsiCo's marketing philosophy.

shiv-singh.jpg 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.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Zachary Rodgers

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. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...