MERCADEO Versión en español
Brad Jakeman from PepsiCo: Agencies haven’t managed to keep up with the evolution of the industry
Manuela Walfenzao| 16 de octubre de 2015
Jakeman: El modelo de agencia con el que crecí no ha cambiado casi hasta nuestros días
Brad Jakeman, President of PepsiCo´s Global Beverage Group, stated during the ANA Masters of Marketing conference, his reasons for thinking that Agencies haven’t managed to keep up with the evolution of the industry. In a presentation titled Designing for Disruption, Jakeman expressed that “ad agency models are breaking, pre-roll ads are useless and that the advertising industry lacks diversity”. According to the executive, the expression “digital marketing” should be discarded. “The agency model that I grew up with largely has not changed today, and I have been in the ad industry for 25 years” declared Jakeman. “My particular peeve is pre-roll, I hate it. It is a model of polluting content that is not sustainable. Can we stop using the term advertising for this model of polluting content?” According to the President of PepsiCo, diversity is key for the evolution of the industry. “I am sick and tired as a client of sitting in agency meetings with a whole bunch of white straight males talking to me about how we are going to sell our brands that are bought 85% by women” he added, “Innovation and disruption does not come from homogeneous groups of people.”Jakeman has been in many marketing talks and conferences and has seen truly creative things, but he doesn’t think the ad industry is betting on really disruptive proposals. “We are still talking about the 30-second TV spot. Seriously?” he ended.
