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The Future of Cultural Branding

#sxsw #CulturalBrands

In 2012, Pepsi re-ignited its marketing efforts around the voice of the now generation with Nicki Minaj, Katy Perry and others driving significant content and media exposure. How do these powerhouse brands decide what’s next? This is a must for any brand marketer, agency partner or artist trying to break into and establish successful brand partnerships. This panel is presented by Pepsi.


MODERATOR Bozoma Saint John Mktg Exec/Music & Entertainment PepsiCo

Paul Jankowski Chief Strategist Access Brand Strategies

Paul Jankowski is Chief Strategist at Access Brand Strategies and a contributing writer to ABS provides branding/consumer engagement services for clients including Pepsi, Tractor Supply Co, Lipton, Mountain Dew and Fedex.

ABS is the leading expert in helping brands build deep relationships with the 60% of US consumers living in the “new” Heartland. Jankowski’s book, “How to Speak American: Building Brands in the New Heartland,” is the foundation for this new Heartland strategy.

Prior to ABS, Jankowski served as Chief Marketing Officer for Elvis Presley Enterprises and oversaw all aspects of global brand development. Jankowski and his team executed many new initiatives which contributed to the biggest revenue gain to date. Programs included: Music and Movies featuring Dale Earnhardt Jr., the Ultimate Elvis Tribute Artist Contest, a new e-commerce platform, and the redesign of

Jankowski held senior marketing positions with HOST Communications and SFX Entertainment (Live Nation) where he worked with clients such as Volkswagen, Ford Motor Co., Warner-Lambert, Reebok and MCI.

He has also created promotions for: Beyonce, Evander Holyfield, Nelly, Reba, Vince Gill, Elton John, Tom Petty, B.B. King, Mary J. Blige and Meatloaf, among others.

In addition, Jankowski was the Director of Entertainment Relations/Worldwide for Gibson Guitar Corp. He served as regional pop promotion manager for MCA Records – Los Angeles and SBK Records-New York, in the company’s Nashville office.

Jankowski is a graduate of the 1995 Leadership Music (Nashville). He also earned his NFL Agent certification. He graduated from the University of Tennessee/Knoxville with a degree in Advertising and served as marketing manager for Thompson-Boling Arena.

Jankowski was co-founder and chairman of the T. J. Martell Foundation for Cancer research for 9 years.

Megan Healy Dir Digital Mktg Roc Nation

Stalley Maybach Music Group Warner Bros Studios

Javier Farfan Pepsi Exec PepsiCo