Razorfish Loses Top Social Strategist

Razorfish social media leader Shiv Singh is leaving the Publicis Groupe agency to join PepsiCo.
Singh (pictured) spent over a decade at Razorfish, founding its social media influence practice two years ago and becoming a leading authority on social marketing. He is joining PepsiCo North America as director of digital marketing for its beverages unit.
“They’re an organization on the march in many respects with what they’re doing with Pepsi Refresh and what they’re doing with Foursquare and StickyBits. They’re reorienting all their marketing efforts.”
In his new role, Singh will oversee digital marketing for Pepsi brands like its namesake drink, Gatorade, Amp, Mountain Dew and Tropicana. He begins his new assignment on July 1 and reports to Frank Cooper, chief consumer engagement officer.
Singh was in recent discussions to move to a Publicis-wide role at VivaKi. The Pepsi opportunity, he said, was “too exciting an opportunity” to pass up. (See also: “VivaKi at a Crossroads.”)
“When I looked at my career growth and the type of learning I needed, I saw a big opportunity to work for one of the most iconic brands in the world,” he said.
Pepsi has made a name for itself in social media. It pulled out of this year’s Super Bowl and instead earmarked the money for the Pepsi Refresh project, which will give away up to $20 million for civic and sustainability projects. The firm also recently got into location-based services with the release of Loot, a smartphone application that rewards consumers for visiting establishments serving Pepsi.
Singh joined Razorfish in 1999 in its user experience group. In 2008, Razorfish put him in charge of its new social media influence practice. After his departure, the shop will promote Andrea Harrison to national social influence marketing lead.