Brad Jakeman (again) attacks state-of-the-art marketing

Geoffrey Precourt

Marketers are still grappling with many of the changes taking place in society and the communications ecosystem, and must rethink various aspects of their existing strategies.

Marketing research is failing the community it needs to serve, according to Brad Jakeman, a Senior Advisor and Consultant to PepsiCo – and who, until recently, served as President of that enterprise's Global Beverage Group.

"The tools by which we research communications are woefully inadequate," he told a New York audience at the 2017 Ad Age Next conference, "given the type of content that we're now publishing.

"All the tools of marketing research tend to be oriented around the commercial impact of your advertising. They ask [about] purchase intent and branding," he remarked. But such studies, Jakeman insisted, offer "very...

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