McKendrick, who relocated to the U.S. from Britain last year, was formerly Group Planning Director for Pepsi at TBWA\Chiat\Day in L.A. While there, he led the strategy for Diet Pepsi and the 'Skinny' can, including the highly successful new Sofia Vergara / David Beckham campaign. He developed the 2011 plans for the Pepsi Refresh Project and has been instrumental in brand strategy for the overall trademark planning by bringing cultural marketing expertise to business.