Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Creating a new cultural fluency for a brand as large and diverse as PepsiCo seems like a tall order. But sitting across from the man charged with that task—a denim-draped, chill and focused Javier Farfan—in the company’s New York offices, it takes on a clear mandate. Tacking through constantly shifting music and cultural currents in search of authentic marketing moments is Farfan’s charge—and why he was selected as a juror for the inaugural Clio Music Awards.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in