Gives mktg dollars to good causes, ideas that can change the world. Mktg $ aren't corp philanthropy. Extremely important to let consumers nominate, take control of process, vote on ideas. Extremely interesting (Shiv likes extreme) is to encourage consumers to market the cause. Tens of thousands of consumers telling millions of others go to web site and vote. Extremely exciting to have impact around the country. Brings tears to your eyes. Has grown loosely into a franchise. 50 million votes, more than Obama got! 120,000+ refresh ideas. 400 ideas funded to date.

The director of digital for the bev giant will speak about his five ideas on rethinking how we market online, what consumer value means, how we manage our agency relationships and what measurement in the future will look like. Examples will be drawn from both inside and outside the world of the PepsiCo brands. Stick with us.

My bad. I thought Lucas was an odd last name. Apologies to Jeep's brand manager!

Yvonne Tocquigny, Chief Executive Officer, Tocquigny, talks about understanding subtlety.(This has been a big theme.) "Free is the new paid." Mobile is wonderful; technology is your biggest asset. Hard to look ahead; don't know where tech is going (also common theme in presentations at this event). Joe Mandese: "So you've created the first sports utility utility." He's so sharp and quick!

How do you entice new customers with a slight tweak on the brand message? In traditional mktg, that can backfire on you. More subtle way to go is branded entertainment, says Jeep's Frank Lucas. 86%of CMOs talk about repeat engagement with their CEOs, these applications keep them coming back, delivering utility and usefulness. Needed to find the right channel. Yvonne Tocquigny, CEO, Tocquigny, discusses channels, social potential, settled on mobile as "Swiss Army knife of marketing that encompasses all those things." (Interesting perspective.) Hoping GPS gets continually better over time.

Why does Jeep need to do more since it has very, very high awareness, asks brand manager Frank Lucas. Well, does everyone in this room own a Jeep? Yvonne Tocquigny, Chief Executive Officer, Tocquigny, working with Lucas to develop TripCast. Lets friends follow your trip via Jeep. Links to FB, Twitter profiles. Uses GPS in iPhone, pin a note video audio at any point. Lucas on the strategy here: Focus on adventurers, innovators and nature-oriented surrounded the core audience of dreamers, those who long to venture out in a Jeep but, for whatever reason, cannot. Wrangler is …

He notes that last night at FutureM, Josh Bernoff spoke at length about the empowered consumer, David Kenney about broadband, infrastructure -- all relates to this. We are at reflection point, things are going to accelerate. Been writing about this for 30 years. As Citi's Liza Landsman talked about trying to go mobile 10 years ago ...

Retail 1.0 was supplier power (distribution). Retail 2.0 was retailer power (negotiation). Retail 3.0 is ... can you guess? Shopper power, of course. John Ross says the consumer knows more about product than associates. We are subservient to shopper, says John Ross. It is humbling to watch shopper talk about the number of stars a product got and ask for a discount. There goes my $2 million TV campaign ...

John Ross talks about grocery-bought cake mixes, for example. Thinking of buying mix up to two weeks in advance (60%). Influence: up to a week before purchase: party planning site, online recommendation, web sites, saw item in store, family/friends ... Industry markets around moist and delicious, around taste. But taste is not the issue, it's creativity. The physical product is what people want, not the ingredients for it. Suggests changing advertising from moist and delicious to promoting confidence in creating the cake, making the birthday special. Focus web site on what moms do with product and not just …

Bought the Sony TV. Talked to Dad, he was useless. Searched for price info, looked at retailer's ad, useful. I can score you on the purchase funnel ... it's a non-linear process. Shoppers move into and out of media, look for advice, may move back into same media and move back again AFTER purchase. Why? "Want to make sure you didn't get screwed in the process," says IPG's John Ross.