PepsiCo's Jakeman warns that agency model will "break"
Stephen Whiteside
"What do we mean by 'disruption'?" Brad Jakeman asked delegates at the Association of National Advertisers' (ANA) 2015 Masters of Marketing Conference in Orlando, Florida.
That enquiry was pertinent for every one of the event's 2,800 attendees, but the president of PepsiCo's global beverage group – which manages billion-dollar brands like Mountain Dew and 7UP, as well as the firm's eponymous cola – suggested it was especially important for agencies to tackle this conundrum.
Why? Because for Jakeman – whose career included a spell at Ogilvy & Mather between 1991...