Kristen Bedard Johnson joins New York-based Lively Group. Bedard Johnson’s diverse expertise in film production, talent management, post-production and live entertainment will support her new role in managing sales for Lively Group, as well as creating the groundbreaking division of Lively Experience that will serve to create meaningful brand relationships both on and offline.
Bedard Johnson began her career in the theatre world before transitioning into advertising. Most recently, she spent three years as Head of East Coast Sales and Development for Furlined. Prior to Furlined, Bedard Johnson acted as East Coast Sales Rep for New York-based VFX studio Gravity, and held the same position for global production studio @radical.media.
As the media landscape has evolved, Lively Group has consistently readjusted their multidisciplinary DNA, assembling the right teams and tools to offer clients the most effective creative solutions across various platforms. In her new role, Bedard Johnson will be poised to offer the breadth of services provided by the Lively Group network of companies – creative editing company BlueRock; design and animation studio Spontaneous; luxury, lifestyle and fashion specialists Scarlett; finishing house Ballistic; and digital partner Rain – in a combination of infinite possibility.
“The fit with Lively Group is natural and effortless for me,” remarks Bedard Johnson. “With our combination of world-class capabilities and talent, we’re able to create a cohesive brand story across visual and experiential platforms in one fluid, collaborative process. With the resources of the group behind us, Lively Experiential can take the seed of an idea and make it grow to infinite heights.”
With Lively Experience, Bedard Johnson will be working with celebrated artists from outside the traditional advertising space to create narrative brand experiences that engage the consumer in an innovative, authentic and profound way.
The arrival of Bedard Johnson is the latest move for a company with adaptation and reinvention at its core. Recently Spontaneous hired branding expert Darryl Mascarenhas in the role of Executive Creative Director, and BlueRock added accomplished editor Jim Helton and rising star J.P. Damboragian to their award-winning roster.
Differences bubble up between PepsiCo and Coca-Cola on diversity programs
PepsiCo confirmed Friday that it's ending some of its diversity, equity and inclusion initiatives, even as rival Coca-Cola voiced support for its own inclusion efforts.
In a memo sent to employees, PepsiCo CEO Ramon Laguarta said the company will no longer set goals for minority representation in its managerial roles or supplier base. The company will also align its sponsorships to events and groups that promote business growth, he said.
Laguarta wrote that inclusion remains important to PepsiCo, whose brands include Gatorade, Lay's potato chips, Doritos, Mountain Dew as well as Pepsi. The Purchase, New York-based company's chief diversity officer will transition to a broader role focused on employee engagement, leadership development and ensuring an inclusive culture, he said.
Since President Donald Trump returned to the White House last month, U.S. government agencies, companies and schools have rushed to reevaluate policies and programs they adopted with the goal of reducing discrimination against members of minority groups, women and LGBTQ+ people.
Trump ended DEI programs within the federal government and has warned schools to end DEI programs or risk losing federal money.
PepsiCo's rollback came as Coca-Cola reaffirmed support for its DEI efforts.
In its annual report, Atlanta-based Coke warned that its business could be negatively affected if it is unable to attract employees that reflect its broad range of customers.
"Failure to maintain a corporate culture that fosters innovation, collaboration and inclusion โฆ could disrupt our operations and adversely affect our business and our future success," the company said.
Coca-Cola has set a goal of having women in 50% of its senior leadership roles by... Read More