Pepsi is following Coke in adding a senior manager for Design. Mauro Porcini, 3M's longtime design guru, as its first chief design officer.Mr. Porcini will be charged with creating a culture of design at PepsiCo as well as globally managing design for a variety of key food and beverage brands. His reach will extend from package design to advertising, industrial design and digital experiences. He will report to Brad Jakeman, global beverage group president.
In conclusion, more corporation are finding that design can add value and can add a competitive advantage.
AD Age Article: Pepsi Adds Chief Design Officer Role