Big brands face a common challenge. On the one hand, they need to maintain control over their marketing materials. On the other hand, they need to give the retailers carrying their products enough flexibility to customize those materials for their own purposes.

Pepsi's Food Services division was no stranger to this situation. While their smaller accounts – including restaurants, convenience stores and franchisees – lacked the marketing muscle to commission campaigns of their own, some would take it upon themselves to create customized point-of-sale materials.

Sam Moore, Director Of Enterprise Solutions at Tracy Locke, one of Pepsi's ad agencies, says, "Pepsi needed a way for these retailers to create branded materials in a controlled manner. They didn't want them going to Kinko's and creating something that didn't represent the brand."

With help from NAPC, Tracy Locke found a solution that not only met Pepsi's needs, but the needs of other clients as well. It even streamlined the agency's own internal processes.

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