PepsiCo's Jakeman sternly takes agencies to task

This event report outlines the challenges facing many agencies when it comes to adapting to the new era of marketing, as outlined by Brad Jakeman, President/Global Beverage Group at PepsiCo.

PepsiCo's Jakeman sternly takes agencies to task

Stephen WhitesideWarc

Brad Jakeman, President/Global Beverage Group at PepsiCo, believes most agencies cannot meet the primary demand of modern marketing: namely, "Being able to produce content in real time."

Having worked at Ogilvy & Mather – alongside stints at Citi, Macy's and Activision – before joining his present employer in 2011, Jakeman is familiar with working practices at major clients and agencies alike. And, based on this experience, he argued, industry models remain well suited to the requirements of 20 years ago, but not the always-on environment in which brands like Doritos,...

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