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Posts Tagged ‘Shiv Singh’

Singh: Pepsi Researched “Millions Of Conversations” for 2011 Refresh Project

Last week, we spoke with Ana Maria Irazabal, Pepsi-Cola North American beverage director of marketing about the 2011 iteration of the Pepsi Refresh Project. This week, we spoke with Shiv Singh, head of digital for PepsiCo Beverages America to gather some background on how the Project has been playing out digitally.

As we noted previously, Pepsi tweaked the program to correct some of last year’s issues and allow individuals and smaller-sized organizations to leverage their networks. The company researched what people were saying in order to determine what changes would make the most sense.

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Pepsi’s Refresh Project Will be Key to Its Messaging in 2011

Today, Pepsi announced the guidelines for the 2011 iteration of the Pepsi Refresh Project. Among the changes, there are four grant tiers – $5k, $10K, $25K and $50K – with the $250,000 level eliminated; there will be more opportunities for voting; and four categories: arts and music, communities, education, and the Pepsi Challenge, which Pepsi will propose each month starting April 1.

Despite the millions that have been distributed for various causes through the program, Shiv Singh, the head of digital for PepsiCo Beverages America told the New York Times, “This was not a corporate philanthropy effort.” Rather, “It was designed to drive brand health.” This program has even been chosen over advertising in the Super Bowl.

It seems like a lot of effort for an awareness campaign. We spoke with Ana Maria Irazabal, Pepsi-Cola North American beverage director of marketing, for more info.

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Awash in Data: How To Discern The Signal From The Noise


We can understand that taking a contrarian point of view on a hot-button issue is one way to get attention, but a recent blog post on Mashable from Shiv Singh, VP & Global Social Media Lead at Razorfish really takes the cake.

Titled, “Could the Toyota Recall Crisis be Helping the Brand?” Singh cites data from monitoring company Radian6 that shows Toyota’s brand sentiment actually experienced a slight uptick in January. He writes:

How can the Toyota recall be helping the brand? There are two answers for this. The first is that the increased number of conversations about Toyota are building greater awareness for the brand even though many of the mentions may be negative.

Let us point out just a few reasons why this thinking doesn’t make sense.

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