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“Branding tends to ‘git the cow’s attention.” ~ Cowboy Wisdom

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Brad Jakeman

28

Oct
2015

2 Comments

In Branding
rant
Social Media

By Arengee

Our response to Brad Jakeman’s Agency Bashing: Provide Viable Alternatives. Brains aren’t gender or ethnic exclusive. More >

On 28, Oct 2015 | 2 Comments | In Branding, rant, Social Media | By Arengee

PepsiCo Exec Has Tough Words for Agencies

Mr. Jakeman,

We have a few responses to your rant during the Association of National Advertising’s annual “Masters of Marketing” conference in Orlando, Fla.

“Can we stop using the term advertising…”

  • Please provide an alternative term to the act or practice of calling public attention to one’s product, service, need, etc., via paid media.

“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 said. “Innovation and disruption does not come from homogeneous groups of people.”

  • A) Brains I.E. creative ideas, are not gender or ethnic specific.
  • B) Appoint a woman in your place – seems to match better with your line of thinking, and customer.

Question: Is this maybe your idea of lighting a fire under your current agencies since Coca-Cola seems to be able to stay on the cutting edge with the antiquated agency model?

Finallythe client approves ALL creative from the agency they hired.

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