Patricia Corsi 🇧🇷 🇮🇹🇨🇭

Creativity in Action: How PepsiCo Showed Up at Cannes Lions 2025 This year at Cannes, PepsiCo showed up with purpose. We arrived with three intentions: to learn, to lead, and to celebrate. We left with even more: a renewed belief that creativity isn’t just a spark—it’s a system. A force multiplier of cultural relevance and growth. Bringing the “Outside In” and the “Future Back”   Across five packed days at the PepsiCo Cabana and Palais, we immersed ourselves in some of the most cutting-edge thinking in marketing today. From masterclasses with CMOs from Diageo, McDonald’s, Mars, and Unilever to powerful sessions with our partners at Omnicom, Publicis, Meta, Google, and TikTok- we explored how creative excellence is evolving in real time. We tapped into insights straight from the jury rooms of categories like Creative Strategy, Social & Creator, and Entertainment for Sport. And we listened deeply to what’s shifting, what’s sticking, and what’s next. A few “ah ha” moments: 1. Creativity wins when it’s human. Amidst the excitement around AI, one thing stood out: it’s not machine vs. maker - it’s both. Technology that builds upon human creativity, not replaces it, will be the real unlock. We must remain human-centric as the future is tech-powered, yes—but still human centric. 2. Strong strategy fuels speed. There was a moment listening to a Creative Strategy jury chair when I thought: this is it. Magic happens when tight strategy meets real-time responsiveness. That’s how you build ideas that move fast—but never feel rushed. 3. Great platforms guide great work. Our most consistent, culturally resonant work ladders back to clear brand platforms. At Cannes, that was a throughline across winners—from film to social to sport. It affirmed that when you know who you are, creative freedom gets even bigger. 4. The creator economy is the new word-of-mouth.Today’s fans, followers, and creators are redefining what our brands mean in real time. We have known that the creator economy isn’t a trend - it’s a new operating system. To thrive in it, we have to move beyond storytelling to our audiences and continue building with them. 5. Simplicity is a strategy. In a world overflowing with content and choice, the brands that stand out are the ones that cut through with clarity. Clarity is kindness - it shows respect for people’s time and intelligence, and it breaks through. It’s not about doing less; it’s about focusing on what matters most, and delivering it with precision, emotion, and impact. We left Cannes not just inspired but energized and mobilized. With this momentum, we’re putting our learnings into action with tangible shifts across how we build brands, brief creatives, and organize for growth. We came to Cannes to learn, to lead, and to celebrate. We left energized, aligned, and ready to build what’s next, together. Jane 

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Last week’s #CAGNY made something very clear: incremental leadership is no longer sufficient. Across industries, the message wasn’t “optimize harder.” It was lead differently, with courage, speed, and a willingness to disrupt your own playbook before reality does it for you. One thing is now obvious: the next phase of value creation won’t be led by the best stewards of the old model, but by leaders willing to confront legacy constraints and take their organizations through uncomfortable change. The good news is that at Philip Morris International, this is exactly what we’ve been doing for the past decade: transforming our industry and becoming the world’s smoke‑free champion. And as we enter the next decade, there’s more to come. Sharing here with you what stood out for me across industries: 🔗 Structural change, not cyclical pressure: Leaders weren’t talking about temporary headwinds. They were acknowledging fundamental shifts, from how consumers define value, to fragmented channels, to AI‑enabled operating models that force a rethink of the basics. 🔗 Strategy under real scrutiny: Investors pushed harder than ever on portfolio coherence, capital allocation courage (divest, reinvest, disciplined M&A), and—above all—execution credibility, not just vision. 🔗 Culture as a performance multiplier. More CEOs directly linked results to organizational energy, speed, and accountability. 🔗 Technology as an operating‑system reset: AI, automation, and data are no longer side initiatives. They are redesigning operating models, requiring new leadership skills, faster decision cycles, and greater tolerance for experimentation. 🔗 Credibility through transparency: The strongest leadership moments came from being explicit about trade‑offs, risks, and what isn’t yet known. As we are seeing it today, credibility is built less on certainty and more on clarity and resolve. Jacek Olczak, Emmanuel Babeau, Frederic de Wilde, Yann Guérin, Stacey Kennedy, Massimo Andolina.

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So proud to share the launch of Mars' 2024 Sustainability in a Generation Report, capturing the milestones, initiatives and commitments we're making on our journey towards a more sustainable future. The report shows how we've decoupled growth from carbon emissions, growing our business by over 69% to approximately $55 billion in annual net sales and at the same time, reduced our carbon footprint by 16.4% compared to a 2015 baseline. Sustainable growth starts with smart, sustainable choices. Whether it's investing in regenerative agriculture to secure the best ingredients for NUTRO®, PEDIGREE®, WHISKAS®, and IAMS™, reimagining how we package and deliver pet food to shrink waste, or the ongoing work of our Sheba Hope Grows program to help restore reef sites globally - every move and action matters. 🙌 A huge thank you to the many amazing Associates, partners, and communities worldwide who continue to accelerate this meaningful change. Dive into the full report and see how: https://lnkd.in/g_zbhYcH #ProudlyMars #Sustainability #NetZero2050 #TomorrowStartsToday

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At #SIGEP2025 Italy, I spoke about the foundation — how AI supports operations and training. At #FFCCRiyadh2025, I focused on the consequence — how AI amplifies reputation externally, shaping how customers see and trust your brand. 👉 The lesson is simple: AI empowers, but leadership defines. #AI #QSR #Leadership

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Clarity Fuels Confidence. Confidence Fuels Growth.    At Procter & Gamble, our purpose is clear: deliver superior products and services that improve lives. That hasn’t changed.   What has changed — dramatically — is the context in which we operate.   Earlier today at the CAGNY conference, Shailesh Jejurikar reinforced that our strategy remains sound. But the operating environment is evolving quickly: fragmented media, value-conscious consumers, retailers that are simultaneously marketplaces, media networks, and data platforms.   The message is clear: growth today is as much about clarity as it is about capability.   We must act with urgency in the present — accelerating interventions that put consumers at the center of how we build brands and partner with retailers.   At the same time, we must reinvent what a modern CPG company looks like — integrating data, AI, automation, and our strengths in consumer understanding, brand building, R&D and supply chain into a new model for value creation. Few companies are better positioned to navigate this environment.    In a low-trust, high-noise world, how we communicate our actions matters as much as the actions themselves.   It is how we: • Signal confidence amid volatility • Translate transformation into tangible consumer benefit • Build the third-party advocacy that fuels long-term competitive advantage   Shailesh and the team conveyed this clearly at CAGNY — grounding near-term action in long-term ambition, true to the principles that have shaped P&G for generations.     This next chapter will be written by the teams of colleagues who build, innovate, supply, sell and advocate for our brands every day.   Our responsibility now is to sustain that clarity — internally and externally — and execute with excellence.     Clarity Fuels Confidence.   Confidence Fuels Growth.  Now we deliver. Full context here: https://lnkd.in/gCkQb8aY #ConsumerFirst #Innovation #Leadership #RetailTransformation #P&G

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Are we really consumer centric?? One of the most underrated challenges in regional marketing is balancing brand consistency with local relevance — especially in dynamic and diverse markets like Latin America. It goes far beyond campaign adaptation. It’s about understanding local retail ecosystems, decoding cultural nuances, aligning with fast-evolving consumer behaviors, and making sure global strategies actually land at the point of sale. I’ve seen how powerful it is when global brand equity meets local commercial excellence. It requires more than translation — it takes strategic listening, agile execution, and close collaboration between marketing, commercial, and market teams. The magic happens when we ask ourselves the hard questions and plan strategies that start with the consumer and work our way backwards, making our brands not only present but connected to the real consumer need. In the end, the real competitive edge comes from those who master both the art of storytelling and the discipline of market performance. Would love to hear how others are navigating this balance as brands scale across regions.❤️ #balancedbrandbuilding #pgemployee

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I recently sat down with Seth Matlins for ‘The CEO’s Guide to Marketing’ podcast from @Forbes.   It was a wide-ranging conversation, here are some of my highlights:   * How a “big idea” must be rooted in some form of enduring human truth. But for ideas to endure, they also need to evolve.   * Why managing a huge portfolio of brands and deciding how, where and when to invest is both a science and an art, as well as the lessons and inspiration that having a portfolio can bring.   * The importance of setting brands which operate in the same category apart from each other – it’s imperative you’re clear on the different purposes they serve for consumers and innovation plays a critical role in achieving this.   * How shifting perceptions and breaking out of a singular occasion to drive more growth for a brand often requires a total change of mindset internally – the role of marketing is to help people see the opportunity.   * The journey we have been on at Diageo to reorganise our Marketing teams to enable greater efficiency and effectiveness – adapting to new ways of working can be challenging but we’re maximising creative and reducing costs as a result of our new Conscious Create Teams.   https://lnkd.in/emD7vaRT   I’d love for you to listen wherever you get your podcasts: Apple: https://lnkd.in/e-UZaens Spotify: https://lnkd.in/ecE_w367   #Diageo #Forbes

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I believe that investing in leadership skills is more critical than ever. In a rapidly changing world, adaptive and reflective leaders are better equipped to navigate challenges and inspire their teams. This investment not only benefits individual careers but also cultivates a culture of growth and resilience within organizations. “The Seven Transformations of Leadership” article is a must-read for anyone looking to deepen their understanding of leadership development and its profound implications for organizational success. The authors, David Rooke and William R. Torbert, explore a compelling idea: what truly differentiates effective leaders isn't just their style or personality, but their internal "action logic." This refers to how leaders interpret their surroundings and respond to challenges. They reveal that many leaders overlook the importance of understanding their own action logic, yet those who do embark on this journey of self-discovery can drive significant transformations—not only in themselves but also within their organizations. Thanks a lot, Dirk Devos for sharing ! https://lnkd.in/gxx-87bX #Leadership #Development #HBR #ProfessionalGrowth #OrganizationalChange

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