Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
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: Six thousand brands later, ChatGPT ads still have a conversion problem
OpenAI has ambitious ad revenue targets, which depend on advertiser demand, measurement and monetisation.
Agencies find AI overuse is leading to brief bloat
Agencies and marketers now frequently use AI tools to create media and creative briefs. But the practice could be a canary in the coalmine for AI overuse in advertising.
After DoorDash’s Instacart bid, here’s the case for and against consolidation in commerce media
The DoorDash-Instacart deal could accelerate commerce media consolidation, promising scale but risking higher prices and lock-in.