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PepsiCo brand manager Brad Jakeman delivered a poignant speech at the ANA Masters of Marketing conference that had the industry buzzing in October. He criticized large agencies for focusing on 30-second TV commercials while shunning new technology, warning that "the agency model is not going to bend—it's going to break."
A small boutique agency in New York, HERO Group, believes it has the solution: big brands must hire small agencies to shake things up. And it's launching a campaign called "#ChallengeMeBrad" to give featherweights a fighting chance.