Today actually marks episode 100 of That's What I Call Marketing and in this episode we get to meet Mauro Procini SVP and Chief Design Officer of PepsiCo and get a front seat into the minds of one of the most influential designers in the world. You will find out how he has set about building a cohesive, diverse, and purpose-driven team of 370 designers across 17 global locations. His journey offers a wealth of insights into creating a dynamic, diverse, and purpose-driven culture within a global team. Mauro outlines the core tenants of human centric design and his vision for a better world. We talk about the power of designing for passion, dealing with dream killers and finding the co-conspirators to get work done - make them commit. And of course we talk about the Pepsi redesign that has been a huge success, being called big, bold and courageous when it was awarded Best Rebrand at the 2024 Creativity Awards. Mauro’s story is not just about grand dreams; it’s also about humble beginnings and the resilience required to expand those dreams into reality. Sharing this dream and storytelling have become Mauro’s tools to align his team and the entire organisation with the vision he has for PepsiCo. His experience teaches us that while resources may be scarce initially, persuasion through a compelling vision can bring those resources into reality over time. Mauro’s insights offer a blueprint for leaders aiming to build globally diverse and cohesive teams. By starting with a dream, crafting a purposeful narrative, and embracing the diversity present.

00:05 Life-Changing Trip to Ireland

02:02 Lessons from Parents

03:17 Core Values and Principles

04:23 The Power of Passion

06:25 The Importance of Happiness

07:29 Designing Happiness

12:29 Human-Centric Marketing

16:03 Challenges in Modern Marketing

20:05 Personal Journey in Design

23:20 Building a Dream Team

26:42 Striving for Personal Excellence

27:12 Dealing with Dream Killers

28:42 Finding Co-Conspirators

29:29 The Five Phases of Change

38:18 Building a Glocal Strategy

43:56 The Pepsi Redesign Journey

49:18 Maintaining Energy and Passion

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