Keynote: Harnessing Emerging Culture to Engage Millennials Carlos Saavedra leads Creator, a cultural innovation team within PepsiCo’s North American Beverage marketing organization. He will be sharing how PepsiCo explores the fringes of culture to identify what’s coming next and collaborate with “creators” to co-create innovative and millennial-relevant consumer experiences across areas like music, technology, art, and fashion. KEYNOTE Carlos Saavedra, Senior Director, Creator – Culture Strategy & Innovation, PepsiCo