Ad Blocking “The Best Thing To Happen” To Marketing: PepsiCo’s Brad Jakeman
PepsiCo president Brad Jakeman was lucky last to speak at the Australian Association of National Advertisers’ RESET conference in Sydney yesterday, and it was well worth the wait for attendees.
Jakeman’s presentation was a challenge to marketers – in order for the brand they represent to be disruptive, they have to be the driver’s seat.
“If the marketing people in the organisation are not going to be responsible for developing the ideas, the process, the culture that enables a company to survive and thrive through disruption, then who is going to do that?” he said.
“Disruption can happen to any of us. We may not see it coming, it may reach scale faster than we could possibly imagine, and if we haven’t been thinking about alternative business models and alternative ways of doing things, then chances are we’re going to be on the back foot trying to catch up and play defence.”
“As marketers, we have to think ‘Are we just on autopilot? Are we doing things that worked last year or the year before, or maybe even last quarter? Are we really appreciating the fact that the world is moving at a pace and at a scale that is really unprecedented?’”
Jakeman warned marketers not to confuse disruption for innovation.
“Innovation is what we have to day every day – it keeps the business growing and it keeps the business going – but innovation is really innovating within the same kind of system, process, category that we operate in,” he said.
“Disruption is taking a step back and fundamentally changing the business model, and very few of us do that.
“Sometimes when we’re on the path of innovation, we think we’re actually disrupting ourselves and our category, but really we’re only incrementally moving it forward, and there’s some kid at Harvard – about to graduate or not – who has an algorithm or an idea that’s going to come along and take on this $155 billion market cap company in my case and fundamentally disrupt us in ways that we didn’t see coming.”
Jakeman then criticised marketers and ad agencies for still being hung up on the 30-second TVC.
“Television has a precipitous decline in most developed markets of viewership, and the media has stripped it as technically incapable of any form of interaction with its audience,” he said.
“It’s a one-way media, yet still marketers cling to the 30-second television spots, agencies cling to a model where that’s the centre of creative development, and we are not moving fast enough to change that.”
“At PepsiCo now, I only hire marketers from companies with very small marketing budgets, and the reason I do that is because they don’t have the luxury of being able to make a $2 million television spot and put it on the Super Bowl. They have to think about being more nimble – being more creative. They’re more thoughtful about distribution through earned media rather than paid media which they can’t afford to do.”
Workplace Diversity
Driving diversity in the workplace is another way that PepsiCo is trying to drive disruption in its marketing, and is somewhat of a passion project for Jakeman.
“As a client whose consumer base is 85 per cent women – 85 per cent of the purchase decisions in the category that I run are made by women – why is it that every time I show up to a room of partners, I’m confronted by a sea of white, straight men? I don’t understand,” he said.
“Make sure you’re thinking about the diversity of your teams when you’re building organisations to be disruptive.”
Embracing Ad Blocking
Jakeman went on to bag out digital pre-roll advertising, and sing ad blocking’s praises.
“Ad blocking is the best thing to happen to our business,” he said. “It is the burning platform that as marketers and agencies we need to make content that consumers actually want to seek out rather than scream out.
“Digital pre-roll is the most insidious pollution that the marketing industry has ever created. This is a model that is not sustainable and ad blocking is an invention inspired by consumers who don’t want to see the pollution we have historically produced. It is an invention that we now have to live with as an industry, we have to deal with as an industry, and I hope it will drive us to create actual content that people want to seek out and not scream out.”
Please login with linkedin to comment
2014 MMA APAC Awards Advertising Standards Bureau Brad JakemanLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.