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

1. HARNESSING THE POWER
OF EMERGING CULTURE
CARLOS SAAVEDRA
Senior Director, Culture Strategy & Innovation

2. We are living in a world of exponential change…
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3. We are living in a world of exponential change…

4. a catalyst group on a mission
to explore the edges of culture
& co-create innovative experiences

5. FROM EARLY ADOPTION

6. TO CO-CREATION

7. MUSIC
DINING
FASHION
ART
GAMING
TECH

8. 1. EXPLORE THE FRINGES

10. 2. CULTURE ISN’T A SPECTATOR SPORT

12. 3. PLAY BY THEIR RULES

14. 4. HIRE FOR THE FUTURE

15. Vicarious Videographer Crowdfunding Specialist

16. Cultural
Intelligence Agent

17. @PEPculturati