Pepsi’s Ellen Healy shares her vision on how a brand can help artists grow their following and international reach.
Let’s take a peek behind the curtain on the business behind brands partnering with artists with Ellen Healy, Global Head of Music and Entertainment at Pepsi.
Ellen Healy is a versatile marketing executive with over 25 years of integrated marketing experience. Ellen is responsible for the Pepsi global music strategy, and for delivering film, talent, and art partnerships spanning iconic PepsiCo brands. During her PepsiCo tenure, Ellen has led branded entertainment campaigns featuring some of the world’s biggest superstars, including Beyoncé, Adam Levine, Calvin Harris, Shakira, Britney Spears, The Black Eyed Peas, Pink, and more.
Ellen Healy explains how Pepsi, forerunner in long-term relationships with creative partners, has made music part of its global strategy through successful partnerships made with international pop stars like Michael Jackson, Britney Spears, Beyoncé, or global 14-member music group Now United more recently.
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Here’s a selection of the most insightful quotes or anecdotes from her talk about music and brands:
“We’ve always had a role to look at how we support artists in what’s important to them, bringing them some stage and some scale where we can.”
“Here is an example of one of the most exciting projects, as we are searching together to find a new member, the 16th member of Now United from the Middle East. So one of their biggest fanbases is from Saudi, believe it or not, without even having a Middle East member. So we are partnering with them to do a search for a new member that will come from the Middle East.”
“One of the Beyoncé campaigns was the gladiator campaign, with Pink, Beyoncé, Britney. We had Queen song in there, we shot in Rome in an old broken down Coliseum that they use for movie sets. We were staying at this very snazzy Hotel because of the music artists and the water went out, so we had to move all 3 artists to 3 different hotels.
It was quite crazy but it was really interesting because I was kind of nervous about the dynamic of having so many superstars on the same day on the set. We were there for 3 days, and they really worked well together.”