Many brands have an “experimental budget” but not PepsiCo. Instead, Brad Jakeman, president of PepsiCo’s global beverage group, wants innovation to be part of everything it does.
The exec spoke last month at the Digiday Agency Summit in Florida about the company’s approach to digital innovation and how it partners with its agencies to make it happen.
“Failing often, failing fast, and failing quickly is key,” he said, yet it’s difficult for Fortune 50 companies to create that type of culture. Jakeman even thinks Pepsi could have done a better job with its much-lauded “Refresh” product, which veered too much into cause marketing, in his assessment.
Jakeman joined The Barbarian Group’s Sophie Kelley to discuss how the two are partnering to innovate within the organization.
More in Marketing
Heineken shares its marketing strategy for the summer of soccer as World Cup hype ramps up
Heineken getting in on the summer soccer hype by launching a limited-edition soccer-themed 12-pack and 24-pack offerings across the U.S.
Marketers put up guardrails as AI agents reshape programmatic buying
As AI agents enter programmatic advertising, marketers are adding guardrails to maintain oversight, transparency and control.
TikTok launches MCP server to let AI agents run campaigns
The platform launched its own model context protocol (MCP) server during its sixth annual TikTok World event.