Massimo d'Amore, the divisive figure at the center of many of PepsiCo's biggest marketing campaigns over the past several years, is retiring. -snip- Mr. d'Amore has cast a long shadow at PepsiCo and in the marketing world. A charming Italian, he has been lauded as both innovative and creative, but has also been a lightning rod for controversy. He oversaw the creation of new logos, packaging and marketing campaigns for several brands, including Pepsi, Tropicana, Gatorade, Mtn Dew and Sierra Mist.