Ricardo Pimenta, vp/general manager of nutrition for PepsiCo Latin America, spends two hours and 37 minutes on his personal phone each day.

That datapoint, delivered straight from Apple’s iOS, fed into another, more troubling realization: “Ask me how many commercial messages I personally remember from those two hours and 37 minutes, and I can tell you: None. And I’m a marketer,” he said.

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Ricardo Pimenta, vp/general manager of nutrition, PepsiCo Latin America

“I remember nothing. The clutter is unimaginable. Advertising doesn’t compete with advertising. Advertising competes with political campaigns, fake news, my nephew’s picture, his puppy video.

“If you don’t really create content that matters, those puppy videos will beat you every time. They’re too cute not to.”