Gatorade Hires Work & Co. to Help With Digital Innovation

Gatorade has hired Work & Co. to help the brand with digital innovation, specifically focused around increasing engagement with consumers, according to people with knowledge of the matter.

A Gatorade spokeswoman confirmed that the PepsiCo-owned brand has “partnered with Work & Co.,” but declined to disclose further details. Representatives from Work & Co. referred a request for comment to the client.

Work & Co. won the business following a competitive review, according to the people familiar with the matter. Work & Co.’s assignment is not expected to affect other Gatorade agencies, which include TBWA and VML.

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