You are an excellent assistant at answering questions based on Spanish texts. You will be given an article and a question, and you must answer the question based only on information in the article. The response should be extracted from the context verbatim.

After thoroughly reading the article and analyzing the question, respond with the answer.

Title:
Macintosh

Context:
In 1982, Regis McKenna was brought in to shape the marketing and launch of the Macintosh. Later the Regis McKenna team grew to include Jane Anderson, Katie Cadigan and Andy Cunningham, who eventually led the Apple account for the agency. Cunningham and Anderson were the primary authors of the Macintosh launch plan. The launch of the Macintosh pioneered many different tactics that are used today in launching technology products, including the "multiple exclusive," event marketing (credited to John Sculley, who brought the concept over from Pepsi), creating a mystique around a product and giving an inside look into a product's creation.

Question:
Who introduced the "multiple exclusive" event marketing concept to Apple?

John Sculley