PepsiCo's Jakeman warns that agency model will "break"

This event report addresses the challenges facing agencies due to an ongoing process of digital disruption, based on the views of a leading executive from PepsiCo.

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 – suggeste

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