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...Pepsi, and to companies around the world, the days when mass-market media is the sole vehicle to reach an audience are officially over. Instead of pouring millions of dollars into a Super Bowl commercial, Pepsi has started a social-media campaign to promote its "Pepsi Refresh" initiative. Pepsi plans to give away $20 million in grant money to fund projects in six categories: health, arts and culture, food and shelter, the planet, neighborhoods and education. People can go to the Pepsi website refresheverything.com - which can also be accessed through Facebook and Twitter - to both submit ideas and vote...
These days, viral marketing seems like a smart strategy. "This is exactly where Pepsi needs to be," says Sophie Ann Terrisse, founder and CEO of STC Associates, a brand-consulting firm. "These days, brands need to become a movement instead of just relying on good reviews for their Super Bowl commercials." But why not hit customers from both the top down and the bottom up? Pepsi executives are quick to point out that there will be traditional television advertising for Pepsi Refresh, just not during the Super Bowl. If you're going to launch a charitable initiative that can build...
Though FAS departments and administrative units were urged last year to budget for a 15 percent decrease in expenditure, they will not be asked this year to cut their budgets by a certain percentage, according to Smith. Instead, the units will work with the administration to make strategic cuts—in acknowledgement of the consideration that some places have less fat left to trim than others...
...Melinda Gates’ decision to direct their foundation’s funds toward an initiative they believe to be extremely important will allow vaccinations to reach those who need them, even if countries and international organizations focus their attention elsewhere, Gates should have focused on that fact instead...
...competition, which organizers emphasize is an “experiment,” does not seek solutions to diabetes research and treatment, but instead ideas from a broad spectrum of individuals—both in and out of the medical industry—that might aid research. Organizers said they hope that a set of fresh eyes will yield innovative approaches towards the disease...