Business of Design: Pepsico’s Chief Design Officer to talk about design thinking and innovation



Mauro Porcini, PepsiCo’s Chief Design Officer will bring to Dubai Design Week an insight into how design and design thinking is vital to any innovation and growth agenda. Mauro will explore how designers are working side-by-side within businesses to delight audiences and consumers by creating incredible experiences, sharing amazing stories and engaging them in exciting ways.

Join Porcini on Friday November 17 at 5pm as he delves into how design is a strategic function for PepsiCo to drive business value by creating experiences and brand engagements of which people deeply want to be a part. PepsiCo is also one of the first major corporations to integrate different design disciplines—brand design, design execution, industrial design, design strategy, and front-end innovation—into a single group.

Porcini will discuss the development of a creative process to identify new opportunities, as well as a business variable and intrinsic characteristic of products. As well as the ways in which to create value for the corporation, by encouraging designers/design thinkers to interact in depth with the marketing and the R&D function across the whole product development process.

Porcini will share insight into the design process at Pepsico which includes two phases: an input phase, in which the cross-functional team researches, analyzes and selects relevant insights across three different worlds (technology, society and business); and an output phase in which those insights are transformed in meaningful, viable and feasible solutions.

The talk will explore the use of cultural and functional filters in the input phase to select relevant information from the sea of available data, and then in the output phase to identify the best ideas — new, unique and different — to develop and commercialize. Process is key, but it is not enough: we value, nourish and protect the role of intuition and the "human factor" in the innovation process.

Participants will learn the importance of strategic partnerships as Porcini gives examples of PepsiCo’s strategy of developing partnerships and working side-by-side with alchemists, mixologists, nutritionists, trend hunters, futurists, technologists, culinary artists and all kinds of cultural influencers from musicians to athletes. As these intimate collaborations, taking place both internally and externally, spark ideas and elevate brands for the benefit of people everywhere. 

PepsiCo design has created stunning product innovations, major equipment reinventions, exciting creative partnerships, and a global celebration of talent along with the heart, soul and culture of PepsiCo expressed with spirit, gusto and love.

PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.