I found your article on Pepsi firing 100 out of 150 advertising agencies interesting. I personally feel this is a good move by Pepsi for a few reasons.
Everybody knows the brand of Pepsi. At this stage of their product cycle it is safe to say that it's a "cash-cow". So having extensive advertising doesn't seem very effective in my mind. Instead maybe they could use the money that they'll save on advertisements, and look to pioneer partnerships to extend the reach of their can of soda.
For instance, why not partner with say, Southwest Airlines. You get a guaranteed customer base, and it would be an effective form of advertising new soda-types as they come out. For instance, a business man who has had a long and tiring day could drink some Pepsi Max, and see the "energy" it brings him. This would work better than running a commercial showing a Cheetah race a human who just drank some Pepsi.
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