The Pepsi Challenge

BBDO’s greatest strength—and its biggest challenge—is its strong-willed, turf-focused talent around the world. Flagship client Pepsi turned out to be the key to ushering in a new era of cooperation among the network’s creative egos.

When Pepsi split its communications into North American and international operations in 1997, BBDO’s New York office had to share one of its sexiest pieces of business with CLM BBDO, Paris. Each year since then, select BBDO international offices have submitted ideas, executed against CLM’s brief, that are put before BBDO’s Pepsi review committee, composed of CLM BBDO chief Chris tophe Lambert, BBDO Worldwide CEO Allen Rosenshine and the North American team of chairman Phil Dusenberry, president/CEO Andrew Robertson and chief creative officer Ted Sann.