Pepsico President — Global Beverages Group, Brad Jakeman
Harley-Davidson, Chief Marketing Officer Mark-Hans Richter “truth tell” about the ad industry.
“The Lack of Diversity” —
“I am sick and tired as a client of sitting in agency meetings with a whole bunch of white straight males talking to me about how we are going to sell our brands that are bought 85% by women,” he said. “Innovation and disruption does not come from homogeneous groups of people.”
“Fake Fight: Millennials vs. Boomers” — Why limit (your) growth to marketing directed to young adults?
“Youth does not own cool. Youth does not own growth. Youth does not own innovation or disruption.” he said. “Old people are a growth market, too.”
The article, Pepsico Exec Has Tough Words For Agencies, underscores issues that have long been prevalent in the ad industry.
Chief among these is diversity or more appropriately, the lack of diversity within the industry.
Whether the target audience is African- American, Latino, Asian, Women, LGBT or combinations including one or more, your agency has to have knowledgeable staff in order to effectively connect.