ok place on Tuesday, featured Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. Moderated by Daniel Franklin, Executive Editor at The Economist, the second panel session featured thought provoking and at times controversial conversation from Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. “We've got to cut the crap and elevate the craft. Just because you ‘can’ doesn't mean you ‘should’,” said Pritchard. “There is also too much crap in content right now.” Echoing this sentiment, when it comes to modern day creative hurdles such as ad blocking, Jakeman passionately argued that the advertising industry has only itself to blame. “Ad blocking is something we all have created,” said Jakeman. “The whole industry has been lazy and produced crap content for years. How can we be shocked that people want to block it? We have to change the way we create content and add value to people's lives in someway.” To address this challenge head on, PepsiCo now produces much of its preferred real time content in-house because traditional agencies won’t, or haven’t been able to, step up to the challenge. “I don't wake up every day wanting to disrupt the agency business. But I've been asking the industry for years to evolve their model and they haven't, so we've done it ourselves,” said Jakeman. “I still value our agencies, however the old adage that ‘you can have it fast, have it cheap, and have it good but not all three’ is no longer true. I do want all three and I have done it myself.” Turning to data and the panellists all agreed that the marketing industry in general must leverage new measurement breakthroughs, but at the same time strive to find methods to measure return on investment. A chief concern for Jakeman is that despite an increasingly sophisticated consumer, the industry is still using a an archaic methodology that hasn’t changed in 40 years. Lee, a relative newcomer to the world of marketing, agreed. “I come from finance and operations, so I was surprised by how behind marketing practices are for measurement. They need to change,” said. Lee. The final part of the discussion focused on the modern day role of advertising, with Jakeman staking his view that the role of advertising should not necessarily be to sell.

Read more at: http://www.campaignasia.com/video/industry-needs-to-cut-the-crap-the-economist-at-cannes/427151?mk t_tok=eyJpIjoiTnpNM1ltTmxNMlV5WkRreCIsInQiOiJtYlVlcUd6ZGpYWjJQRkVWdlVEY2lvVjJRRlZ0bHJ2TjlKY0ZQK3VGNkl KeGlibE1YSk1qR2pqd3N0NmVKY2t6b3RWcHpwRDdhOTc3WVd2SEFpU1Bsd2tGcjRxQmJybzI4eHNSdW9IQk5rZz0ifQ%3D%3D

Read more at: http://www.cam paignasia.com/video/industry-needs-to-cut-the-crap-the-economist-at-cannes/427151?mkt_tok=eyJpIjoiTnpNM1ltTmxNMlV5WkRreCIsInQiOiJtYlVlcUd6ZGpYWjJQRkVWdlVEY2lvVjJRRlZ0bHJ2TjlKY0ZQK3VGNklKeGlibE1YSk1qR2 pqd3N0NmVKY2t6b3RWcHpwRDdhOTc3WVd2SEFpU1Bsd2tGcjRxQmJybzI4eHNSdW9IQk5rZz0ifQ%3D%3D√

ok place on Tuesday, featured Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. Moderated by Daniel Franklin, Executive Editor at The Economist, the second panel session featured thought provoking and at times controversial conversation from Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. “We've got to cut the crap and elevate the craft. Just because you ‘can’ doesn't mean you ‘should’,” said Pritchard. “There is also too much crap in content right now.” Echoing this sentiment, when it comes to modern day creative hurdles such as ad blocking, Jakeman passionately argued that the advertising industry has only itself to blame. “Ad blocking is something we all have created,” said Jakeman. “The whole industry has been lazy and produced crap content for years. How can we be shocked that people want to block it? We have to change the way we create content and add value to people's lives in someway.” To address this challenge head on, PepsiCo now produces much of its preferred real time content in-house because traditional agencies won’t, or haven’t been able to, step up to the challenge. “I don't wake up every day wanting to disrupt the agency business. But I've been asking the industry for years to evolve their model and they haven't, so we've done it ourselves,” said Jakeman. “I still value our agencies, however the old adage that ‘you can have it fast, have it cheap, and have it good but not all three’ is no longer true. I do want all three and I have done it myself.” Turning to data and the panellists all agreed that the marketing industry in general must leverage new measurement breakthroughs, but at the same time strive to find methods to measure return on investment. A chief concern for Jakeman is that despite an increasingly sophisticated consumer, the industry is still using a an archaic methodology that hasn’t changed in 40 years. Lee, a relative newcomer to the world of marketing, agreed. “I come from finance and operations, so I was surprised by how behind marketing practices are for measurement. They need to change,” said. Lee. The final part of the discussion focused on the modern day role of advertising, with Jakeman staking his view that the role of advertising should not necessarily be to sell.

Read more at: http://www.campaignasia.com/video/industry-needs-to-cut-the-crap-the-economist-at-cannes/427151?mkt_tok=eyJpIjoiTnpNM1ltTmxNMlV5WkR reCIsInQiOiJtYlVlcUd6ZGpYWjJQRkVWdlVEY2lvVjJRRlZ0bHJ2TjlKY0ZQK3VGNklKeGlibE1YSk1qR2pqd3N0NmVKY2t6b3RWcHpwRDdhOTc3WVd2SEFpU1Bsd2tGcjRxQmJybzI4eHNSdW9IQk5rZz0ifQ%3D%3D

CANNES - The Economists' second panel session, which took place on Tuesday, featured Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. Moderated by Daniel Franklin, Executive Editor at The Economist, the second panel session featured thought provoking and at times controversial conversation from Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. “We've got to cut the crap and elevate the craft. Just because you ‘can’ doesn't mean you ‘should’,” said Pritchard. “There is also too much crap in content right now.” Echoing this sentiment, when it comes to modern day creative hurdles such as ad blocking, Jakeman passionately argued that the advertising industry has only itself to blame. “Ad blocking is something we all have created,” said Jakeman. “The whole industry has been lazy and produced crap content for years. How can we be shocked that people want to block it? We have to change the way we create content and add value to people's lives in someway.” To address this challenge head on, PepsiCo now produces much of its preferred real time content in-house because traditional agencies won’t, or haven’t been able to, step up to the challenge.

Read more at: http://www.campaignasia.com/video/industry-needs-to-cut-the-crap-the-economist-at-cannes/427151?mkt_tok=eyJpIjoiTnpNM1ltTmxNMlV5WkRreCIsInQiOiJtYlVlcUd6ZGpYWjJQRkVWdlVEY2lvVjJRRlZ0bHJ2TjlKY0Z QK3VGNklKeGlibE1YSk1qR2pqd3N0NmVKY2t6b3RWcHpwRDdhOTc3WVd2SEFpU1Bsd2tGcjRxQmJybzI4eHNSdW9IQk5rZz0ifQ%3D%3D

CANNES - The Economists' second panel session, which took place on Tuesday, featured Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. Moderated by Daniel Franklin, Executive Editor at The Economist, the second panel session featured thought provoking and at times controversial conversation from Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. “We've got to cut the crap and elevate the craft. Just because you ‘can’ doesn't mean you ‘should’,” said Pritchard. “There is also too much crap in content right now.” Echoing this sentiment, when it comes to modern day creative hurdles such as ad blocking, Jakeman passionately argued that the advertising industry has only itself to blame. “Ad blocking is something we all have created,” said Jakeman. “The whole industry has been lazy and produced crap content for years. How can we be shocked that people want to block it? We have to change the way we create content and add value to people's lives in someway.” To address this challenge head on, PepsiCo now produces much of its preferred real time content in-house because traditional agencies won’t, or haven’t been able to, step up to the challenge.

Read more at: http://www.campaignasia.com/video/industry-needs-to-cut-the-crap-the-ec onomist-at-cannes/427151?mkt_tok=eyJpIjoiTnpNM1ltTmxNMlV5WkRreCIsInQiOiJtYlVlcUd6ZGpYWjJQRkVWdlVEY2lvVjJRRlZ0bHJ2TjlKY0ZQK3VGNklKeGlibE1YSk1qR2pqd3N0NmVKY2t6b3RWcHpwRDdhOTc3WVd2SEFpU1Bsd2tGcjRxQmJybzI 4eHNSdW9IQk5rZz0ifQ%3D%3D

CANNES - The Economists' second panel session, which took place on Tuesday, featured Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. Moderated by Daniel Franklin, Executive Editor at The Economist, the second panel session featured thought provoking and at times controversial conversation from Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. “We've got to cut the crap and elevate the craft. Just because you ‘can’ doesn't mean you ‘should’,” said Pritchard. “There is also too much crap in content right now.” Echoing this sentiment, when it comes to modern day creative hurdles such as ad blocking, Jakeman passionately argued that the advertising industry has only itself to blame. “Ad blocking is something we all have created,” said Jakeman. “The whole industry has been lazy and produced crap content for years. How can we be shocked that people want to block it? We have to change the way we create content and add value to people's lives in someway.” To address this challenge head on, PepsiCo now produces much of its preferred real time content in-house because traditional agencies won’t, or haven’t been able to, step up to the challenge.

Read more at: http://www.campaignasia.com/video/industry-needs-to-cut-the-crap-the-economist-at-cannes/427151?mkt_tok=eyJpIjoiTnpNM1ltTmxNMlV5WkRreCIsInQ iOiJtYlVlcUd6ZGpYWjJQRkVWdlVEY2lvVjJRRlZ0bHJ2TjlKY0ZQK3VGNklKeGlibE1YSk1qR2pqd3N0NmVKY2t6b3RWcHpwRDdhOTc3WVd2SEFpU1Bsd2tGcjRxQmJybzI4eHNSdW9IQk5rZz0ifQ%3D%3D

The Economists' second panel session, which took place on Tuesday, featured Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. Moderated by Daniel Franklin, Executive Editor at The Economist, the second panel session featured thought provoking and at times controversial conversation from Marc Pritchard, global marketing and brand building officer, P&G; Brad Jakeman, president global beverage group, PepsiCo; and Lori Lee, senior EVP and global marketing officer of AT&T Inc. “We've got to cut the crap and elevate the craft. Just because you ‘can’ doesn't mean you ‘should’,” said Pritchard. “There is also too much crap in content right now.” Echoing this sentiment, when it comes to modern day creative hurdles such as ad blocking, Jakeman passionately argued that the advertising industry has only itself to blame. “Ad blocking is something we all have created,” said Jakeman. “The whole industry has been lazy and produced crap content for years. How can we be shocked that people want to block it? We have to change the way we create content and add value to people's lives in someway.” To address this challenge head on, PepsiCo now produces much of its preferred real time content in-house because traditional agencies won’t, or haven’t been able to, step up to the challenge.

Read more at: http://www.campaignasia .com/video/industry-needs-to-cut-the-crap-the-economist-at-cannes/427151?mkt_tok=eyJpIjoiTnpNM1ltTmxNMlV5WkRreCIsInQiOiJtYlVlcUd6ZGpYWjJQRkVWdlVEY2lvVjJRRlZ0bHJ2TjlKY0ZQK3VGNklKeGlibE1YSk1qR2pqd3N0NmV KY2t6b3RWcHpwRDdhOTc3WVd2SEFpU1Bsd2tGcjRxQmJybzI4eHNSdW9IQk5rZz0ifQ%3D%3D

Read more at: http://www.campaignasia.com/video/industry-needs-to-cut-the-crap-the-economist-at-cannes/427151?mkt_tok=eyJpI joiTnpNM1ltTmxNMlV5WkRreCIsInQiOiJtYlVlcUd6ZGpYWjJQRkVWdlVEY2lvVjJRRlZ0bHJ2TjlKY0ZQK3VGNklKeGlibE1YSk1qR2pqd3N0NmVKY2t6b3RWcHpwRDdhOTc3WVd2SEFpU1Bsd2tGcjRxQmJybzI4eHNSdW9IQk5rZz0ifQ%3D%3D