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The “Own Your Ridges” campaign is designed to inspire people to embrace their own life obstacles, or their “ridges,” according to the company ads. A 60-second spot titled “Ruffles D.N.A.” will debut during the NBA’s Christmas Day broadcasts, with five games scheduled on ABC and ESPN. Pepsi worked with creative agency Motive and the production company Prettybird to produce the spot.

Partners + Napier is ending the year with another hiring spree. Costa Boudouvas joins as group creative director, creative technology. Boudouvas was most recently vp and associate creative director at MullenLowe. Jason Ziehm joins Partners + Napier as an associate creative director, copywriter, after six years at Digitas, while George Mazzoli has been hired as director of paid search after previously serving as associate director of paid search at MediaCom.

Partners + Napier is ending the year with another hiring spree, adding three of the industry’s top names in creative and media to its talent roster. Joining Partners + Napier as group creative director, creative technology, is Costa Boudouvas, who most recently served as VP and associate creative director at MullenLowe. Jason Ziehmjoins Partners + Napier as an associate creative director, copywriter, after six years at Digitas. And George Mazzoli has been hired as director of paid search after previously serving as associate director of paid search at MediaCom.

George P. Johnson (GPJ), the world’s leading event and experience marketing agency, announces the promotion of Jonathan McCallum to Managing Director of the London office. Part of a global network, GPJ has European offices in the UK, Norway, Germany, France and Belgium.

Shoptology, the award-winning shopper marketing agency based in Plano, Texas, continues to build its talent pool to meet the demands of a rapidly evolving retail market. “There’s been a massively accelerated shift in consumer behavior and what shoppers expect at retail over the course of the pandemic,” said Charlie Anderson, Shoptology CEO. “With our approach to kickstarting retail innovation and the talent we’re building on our team, Shoptology is uniquely positioned to help our clients identify and develop ownable innovations to win with shoppers.”

Robert G. Vallee Jr. founded Project Worldwide in 2010 when he was CEO of event marketing agency George P. Johnson, the largest of its 13 properties. Like a traditional holding company, Project acquires controlling stakes in companies. It seeks specialized agencies like entertainment-focused G7, retail firm Shoptology, and esports company OS Studios. Project is an ESOP business, with 10% of employees' earnings coming in the form of stock awards. Vallee Jr. said this structure encourages retention and collaboration among agencies that offer different services to shared clients like PepsiCo.

Project Worldwide, a New York-based ad holding company, acquired gaming and esports-focused agency OS Studios as online gaming has accelerated in the pandemic. New York-based OS Studios employs 14 people and produces virtual and in-person events and content for companies like Twitch, EA Sports, and AB InBev. Project Worldwide was founded in 2010 and now owns 13 agencies including PR firm Praytell, digital agency Wondersauce, and ad firm Partners & Napier. Its largest property is events agency George P. Johnson, best known for organizing Salesforce's massive annual Dreamforce event.

There's no question that personalized marketing goes a long way toward encouraging consumers to buy into a brand. Developing a personalized marketing strategy takes a lot more effort than just directly speaking to a subgroup. Each person must feel as though the brand is directly addressing them. Some immensely successful personalized marketing campaigns in recent memory have left an indelible impact on our popular culture. 10 contributors to Forbes Communications Council, including G7's Jessica Abel, examine some of the particularly outstanding personalized campaigns they’ve seen and explain why they worked so well.

George P. Johnson (GPJ), the world’s leading experiential marketing agency, today announced the promotion of Fiona Bruder to president of its North and South America operations. A longtime senior executive with the agency, Bruder was instrumental in expanding the agency globally, developing experiential marketing programs and teams, and managing more than 4,000 events each year.