• by Joe Mandese  @mp_joemandese, October 1, 2012

That’s what Pepsico Global Head of Digital Shiv Singh suggested during the “What Is Advertising” panel discussion.

“I feel, in our business, that we sometimes put too much weight on the idea, and not enough on the execution,” Singh said, suggesting that Madison Avenue’s obsession with “the big idea,” is a big dud today, because in the end, it’s not what you say, it’s what you do with it.

He gave an example of a series of premium concerts Pepsi sponsored and streamed for fans this summer, including their ability to affect the outcome of the events via Twitter.

“What is advertising? Is it a 30-second TV spot,” he asked, adding, “Or is it a live event that lasts 90 minutes?”