In this first episode of Campaign’s new series profiling the work of in-house agency teams, multimedia editor Lucinda Rouse visits the offices of PepsiCo Europe’s Sips & Bites to meet chief creative officer Matt Watson.
Matt describes the workings of Sips & Bites, which in six years has grown from a UK-focused team of three to 37 professionals spread across Europe. He recounts some of the challenges of instilling a culture of creativity within a corporate giant.
He stresses the importance of an external lens and describes how Sips & Bites’ “No, but what if?” process provides a springboard to creative thinking.
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