Diversity MBA Magazine - April 2008 - (Page 38) Tw i c e A s M u c h F o r a N i c ke l To o ! He was Ron Brown, who grew up to become U.S. Secretary of Commerce during the Clinton Administration. “The team literally changed the tone of advertising, particularly as it related to African-Americans,” says Maurice Cox, vice president of corporate development and diversity at PepsiCo. “It did so by featuring AfricanAmericans in professional situations as opposed to some of the more stereotypical images that you saw at the time. Many of their ideas still exist in the popular black celebrity endorsements of products. The team’s ads and stellar selling abilities contributed to Pepsi’s overall profit. “It’s no doubt that they added value,” Cox asserts. “We know for a fact that they helped to build market share. At the time, we wanted an equal share of consumer loyalty across all demographics. I think the team certainly helped us to achieve that. Much of what they did was to build a very special relationship such a position in corporate America. Boyd passed away in 2007. Prior to his death, he was an avid traveler and raised alpacas in upstate New York. Charles Wilson fulfilled a lifelong dream of attending medical school, became a doctor and practiced for many years in Atlantic City, NJ before his recent death. The late William R. Sims created the National Society of Fundraisers (now the Association of Fundraising Professionals). Jean Emmons received a Ph.D. and became an educator. He and McKellar are the only two surviving team members. Although the days of Boyd’s team are long over, their work represents several key firsts. It was the first time such large numbers of African-Americans entered the corporate arena. It was the first time a major company hired a black with managerial responsibilities. And it was the first time target marketing was used on such a large scale. “It moved the timeline of niche marketing back about 30 years from its acceptable maturity in the 70s,” Capparell says. Today, PepsiCo is a global foods and beverage company known as a leader of diversity and inclusion. Two years ago, it named Indra Nooyi, an Indian-born woman, CEO. Before the Brown vs. the Board of Education case, before Martin Luther King Jr. became leader of the Civil Rights Movement, Edward Boyd and his team succeeded in corporate America. Due to their accomplishments, countless others have been able to succeed as well. The efforts and sacrifices of the original Pepsi team –– H. Floyd Britton, Paul D. Davis, Jean Emmons, Richard L. Hurt, Alexander L. Jackson, Allen L. McKellar, Julian C. Nicholas, William E. Payne, Harvey C. Russell, William R. Simms, Frank L. Smith, Charles E. Wilson, David F. Watson, Harold W. Woodruff, and Winston C. Wright –– should never be forgotten. ■ with the African-American community that lasted for generations.” But despite all of their achievements, the team was disbanded once Alfred Steel, who was the husband of actress Joan Crawford, became Pepsi’s new CEO in 1950 and wanted to take the company in a different direction. As a result, Boyd’s team was split up and scattered around the county. McKellar remained with the company, working in Texas. After leaving Pepsi-Cola, he eventually became vice president of Falstaff Brewing Corp. in St. Louis and is currently president/CEO of Senrenella Export Sales Co., an import/export firm. The late Harvey Russell, another original team member, also continued with Pepsi and ultimately became its vice president of corporate planning, the first African-American to hold 38 Beatryce Nivens, is a motivational speaker and nationally recognized business expert and executive coach. w w w. d ive r s it y mb a ma g a z in e. c o m http://www.diversitymbamagazine.com
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