PepsiCo has selected New York communication agency, the vox collective, as its Hispanic communications agency of record. The announcement follows an extensive review that took place over the course of three months and involved a comprehensive examination of agency capabilities in public relations, corporate responsibility, public affairs and brand building in the Hispanic market.
The vox collective will develop a long-term community affairs and media relations strategy for PepsiCo and manage a sophisticated communications platform for its Performance with Purpose corporate responsibility program. Building on PepsiCo’s assets, the vox collective will work to better connect the company and its global portfolio of brands to the Hispanic community. As the country’s largest ethnic minority, Hispanics represent a priority demographic for PepsiCo and one that the vox has worked with extensively.
“PepsiCo has an impressive track record of commitment to Hispanics, both internally through their diversity initiatives and externally reaching out to the Latino community at large,” said Roberto Ramos, President & CEO of the vox collective. “We will leverage PepsiCo’s values and the dynamism of its leading brands to provide a fully integrated campaign that continues building powerful relationships with Hispanics.”