Pepsi-Lipton

Katrina McDonald, Senior Marketing Director
Elana Kelber, Senior Global Brand Manager
Susmita Burnett, Director Consumer Insights
Fumi James, Senior Director, Design
Meredith Jenks, Senior Brand Manager
Maeve Brady, Consumer Insights Senior Manager
Christine Kang Vicencio, Brand Manager
Rena Daum, Manager, Brand Communications
Katie Bishop-Schaffer, Senior Designer, Design
Ramiro Davila, Senior Manager, Consumer Insights
Stephanie Sternberg, Senior Director, Communications
Kalifa Waugh, Brand Manager
Kelli McCarthy, Director of Media Strategy & Investment
Matt Murray, Vice President - General Manager, Pepsi Lipton Partnership

DDB New York *Lead Agency

Lisa Topol, Chief Creative Officer
Derek Barnes, Chief Creative Officer
Cassandra Anderson, Group Creative Director
Alex Danks, Senior Strategist
Teri Altman, Head of Production
Ritu Sharma, Global Business Director
Andrew Beckman, Senior Copywriter
Susie Lyons, Head of Strategy
Lindsey Eckwell, Senior Art Director
Lance Parrish, Group Creative Director
Cristina Rodriguez, Head of Art
Paolo Junger, Group Creative Director
Ross Saunders, Creative Director
Pat Simmons, Account Supervisor
Marissa Adler, Account Director
Elana King, Account Director
Jen Pearse-Haran, Global Business Director

Golin

Jena Sussman, Vice President
Bridget Klein, Executive Director

OMD

Conor Johnson, Director, Integrated Media Planning
Rebecca Friedman, Associate Director, Content
Peter Shim, Associate Director
Katherine Wroblewski, Associate Media Director, Digital Activation
Emily Tobias, Director, Digital Media

TracyLocke

Egg Strategy

Johnathon Schumann, Director

Pure Leaf’s sales were plateauing in a decelerating category. We needed to buck category norms and forge an emotional connection with consumers to maintain and grow our leadership position. We found a commonality in our tea making process and audience’s lives: “simplifying can be hard, but the right No allows you to focus on what makes life, and tea, better”. No Is Beautiful garnered beautiful results: doubling category growth and outpacing the category for the entire year, increasing top of mind awareness, and getting people to talk about Pure Leaf.