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The president of PepsiCo's global beverage group says ad agencies have not successfully kept pace with changes in the marketplace and fears the current model won't last much longer.
"The agency model is not going to bend—it's going to break," Brad Jakeman warned attendees at the Association of National Advertisers' Masters of Marketing event in Orlando. "This is a disruption that has happened around us, and we are still talking about 30-second television ads. We fundamentally haven't changed."
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