Frank Cooper III

Frank Cooper III
Born 1964/1965 (age 50–51)
Ethnicity African American
Alma mater University of California, Berkeley
Harvard Law School
Occupation Marketing executive
Employer AOL
Motown
Def Jam Recordings
PepsiCo

Frank Cooper III is a business executive, branded entertainment leader and current (as of 2013) Chief Marketing Officer of Global Consumer Engagement for PepsiCo, Inc.[1]

Career

After receiving a Bachelor of Science degree in business administration from the University of California at Berkeley, Cooper received his juris doctorate from Harvard Law School where he served as Supreme Court Editor of the Harvard Law Review.

From 2001-2003, Cooper served as Vice President of Interactive Marketing at America Online, Inc, where he managed music sales and marketing programs. In 1998 Cooper co-founded the largest Internet company focused on urban lifestyle and minority markets, Urban Box Office Networks, Inc (UBO). Prior to UBO he served as a senior business affairs executive for two iconic brands in urban music: Motown Records and Def Jam Recordings.[1]

Marketing strategy

As Chief Marketing Officer of Global Consumer Engagement for PepsiCo, Inc., Cooper is charged with leading brand marketing strategy, brand development, and brand activation for global platforms across all beverages, including SoBe and Aquafina. In addition to leading the development of the consumer engagement model, Cooper also leads Global Media, Global Entertainment, and Digital Engagement.[2] Working with partners to produce branded content is part of Cooper's strategy to engage consumers on their terms, such as entering conversations on social media and by developing content.[3] In the capacity of Chief Marketing Officer, he has served as the lead negotiator on PepsiCo's renewal of a multi-billion dollar deal with the NFL and led the negotiations and creative development of Pepsi's partnership with the hit television show The X Factor.[4]

From 2008 – 2010, Cooper served as Chief Marketing Officer for Sparkling Beverages for Pepsi-Cola North America (PCNA), where he oversaw PepsiCo's entire soft drink portfolio. Cooper led the re-launch of trademark Pepsi, positioning the brand around the idea of optimism and positive change. From the Word Play advertisements, to the Webby Award-winning Dear Mr. President, to the Pepsi Throwback product, to the Pepsi Refresh Project, the re-launch was widely recognized as one of the most innovative and effective initiatives by PepsiCo in years.[5]

In late 2010, Cooper hired the Cornerstone agency to do the creative work on the brand's campaign because of their success in developing advertising campaigns in urban markets.[6] They developed TV spots that aired during January 2011 NFL playoff games, the Super Bowl and through the 2011 fall season, and online, featuring rappers Big Boi, Lupe Fiasco, B.o.B and Talib Kweli.[7] "The best thing about Cornerstone is that they understand the record industry without being confined by it," Cooper said.[6] In that capacity, he has served as the lead negotiator on PepsiCo's renewal of a multi-billion dollar deal with the NFL and led the negotiations and creative development of Pepsi's partnership with the hit television show The X Factor.[4]

Developing digital presence

He also expanded the company's digital presence through exclusive partnerships (e.g., Foursquare, Twitter), original content development, and real-time marketing.[1] Working with the Cornerstone agency, he launched Green Label Sound (a music services label for indie artists connected to the Mountain Dew brand), as well as spearheaded partnership deals with Beyoncé, Michael Jackson, Eminem, One Direction, Nicki Minaj, Lil Wayne, Apple, Twitter, among others.[8]

Cooper also spearheaded the most successful limited-time offering in Pepsi history, through a consumer-generated platform called DEWmocracy.[9] Working closely with Forest Whitaker, he developed an online story-based game that allowed consumers to create the next Mountain Dew product. In a 12-week period, the limited-time offering yielded over 17m cases worth approximately $100 million at retail. Within PepsiCo, Cooper has also worked as vice president of promotions and interactive marketing, supervising Pepsi-Cola North America's (PCNA) national and account-specific retail marketing efforts. He joined PCNA in July 2003 as vice president for multicultural marketing & strategic initiatives.

Honors and awards

Cooper has been recognized as one of Fast Company’s 100 Most Creative People in Business (#44),[10] Advertising Age’s Entertainment A-List,[11] Billboard Power 100 (#13)[12] and with the Ad Color Legend Award.[13]

Memberships and Associations

Cooper formerly served as Chairman of the American Advertising Federation.[14]

References

  1. ↑ 1.0 1.1 1.2 "Leaders on Leadership". UCLA Anderson School of Management. Retrieved 9 April 2013.
  2. ↑ "UCLA Anderson Presents: "Leaders On Leadership" -- PepsiCo's Frank Cooper III". THe UCLA Anderson Blog. Retrieved 18 February 2013.
  3. ↑ Kaye, Kate (November 14, 2012). "Pepsi's Frank Cooper Wants to Unlock the Meaning of Data". AdAge Digital. Retrieved 9 April 2013.
  4. ↑ 4.0 4.1 Horowitz, Bruce (21 September 2011). "X Factor Revives Pepsi vs. Coke wars". USA Today. Retrieved 18 February 2013.
  5. ↑ › Home › MMA Forums › Istanbul "MMA Forum 2012". MMA Events. Mobile Marketing Association. Retrieved 18 February 2013.
  6. ↑ 6.0 6.1 Cortney Harding (June 6, 2009). "Brand New Day". Billboard Magazine.
  7. ↑ Andy Gensler (January 14, 2011). "Watch B.o.B.'s Pepsi Ad for Falcons vs. Packers Game". Billboard.
  8. ↑ Hampp, Andrew (10 December 2012). "Pepsi's Frank Cooper on Multi-Million Dollar Beyonce Deal, Becoming More Label-Like in 2013". Billboard. Retrieved 18 February 2013.
  9. ↑ "Elite Executive: Frank Cooper III". Uptown Professional. 13 September 2011. Retrieved 18 February 2013.
  10. ↑ "Most Creative People 2010". Fast Company. Christine Osekoski. Retrieved 18 February 2013.
  11. ↑ "Ad Age Entertainment AList". Ad Age. Retrieved 18 February 2013.
  12. ↑ Hempp, Andrew (26 January 2012). "Billboard Power 100". Billboard. Retrieved 18 February 2013.
  13. ↑ "2010 ADCOLOR Awards: Frank Cooper III, Pepsico — Legend Honoree". 2010 AdColor Awards. American Advertising Federation. Retrieved 18 February 2013.
  14. ↑ "The American Advertising Federation Chooses New Board Leadership". AAF Press Room. American Advertising Federation. Retrieved 18 February 2013.