Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
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
In Graphic Detail: CMOs at a crossroads of power and proof
CMOs are closing out another year defined by churn and shifting ground.
As Black Friday nears, fake apologies from brands are all over Instagram
Brands have taken to social media in advance of Bliack Friday to ask followers for forgiveness. The catch: They’re apologizing for their products being too good.
Amid economic pressure, brands usher in Black Friday by trimming deals
While some companies are touting “bigger than ever” discounts for Black Friday and Cyber Monday, others are dialing back deals.