Brad Jakeman, senior advisor and consultant for PepsiCo and the former president of PepsiCo’s Global Beverage Group, is no stranger to controversy as the head of the in-house creative group responsible for one of the biggest brand fails of 2017.
At the Advertising Research Foundation’s annual conference on Tuesday, Jakeman sat down with ARF president Scott McDonald to talk about brand crises like Pepsi’s maligned Kendall Jenner spot, as well as other recent brand faux pas, which he attributed in part to a divided society, the mainstream media, vocal minorities, social media and inadequate tools.
Jakeman
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