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PepsiCo's no amateur when it comes to content marketing. In 1985 they included special Zero-G Pepsi Cans on the Space Shuttle Challenger and converted the event into the "Space Can" campaign. However in the new digital space, PepsiCo's head of marketing Sebastian Micozzi reveals there are still tough lessons to learn in order to create a truly effective content marketing strategy.

YouTube is a major part of that strategy. Micozzi wants users to "stick around for the conversation", not just watch and move on. He joins a growing trend of marketers who are looking back to TV to learn new methods of capturing audience attention.

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