Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
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
TikTok Shop reverses U.S. shipping policy amid merchant concerns over costs and fulfillment challenges
TikTok Shop has reversed its plan to end seller-fulfilled shipping in the U.S., telling merchants that previously announced deadlines will no longer go into effect.
‘Comment sections are not customers’: American Eagle brings back Sydney Sweeney amid celebrity push
Anatomy of how brands like American Eagle decide whether cultural backlash is noise — or a business threat.
How the MLS plans to convert World Cup interest into lasting soccer fandom
Alongside advertisers and publishers, the league hopes to use a rare opportunity to promote soccer in the U.S.