PepsiCo Global Beverage Group
Brad Jakeman has a passion for developing category-disruptive innovation ideas and marketing programs that challenge the status-quo and build famous, world-class brands. As President, PepsiCo Global Beverage Group, Jakeman leads global category strategy, brand building, design, advertising, marketing, innovation and branded content for PepsiCo’s global portfolio of beverages which includes ten of PepsiCo’s 22 Billion Dollar brands such as Pepsi, Mountain Dew, Aquafina, Mirinda, 7UP and Gatorade. Under his stewardship, Pepsi unveiled the first-ever global positioning for the brand, enlivened under the “Live for Now” tagline, rolled out the brand’s first truly global, synchronized advertising campaign featuring Beyoncé, unleashed the biggest global Football campaign in the brand’s history and reinvented the Pepsi Challenge to commemorate its landmark 40th anniversary. In addition, Jakeman has led the global expansion of Mountain Dew and the harmonization of that brand, with the first truly global brand campaign under the “Do The Dew” brand credo. Jakeman also unveiled new global visual identity systems for PepsiCo’s flagship beverages including Pepsi, 7UP and Mirinda.
Jakeman is also responsible for building new capabilities at PepsiCo, most notably Design & Content Creation. He appointed PepsiCo’s first-ever Chief Design Officer and built a state-of-the art Design & Innovation Center in downtown Manhattan which is now home to more than 60 of the world’s most talented designers. In its first 18 months of operation, PepsiCo’s Design & Innovation team has won more than 50 of the most prestigious design awards in the industry, including the coveted “Red Dot Client of the Year” award, marking the first time a consumer packaged good company has been honored in the category. In addition, the Design & Innovation team created PepsiCo’s first new craft cola in over 100 years, called Caleb’s; and “Spire”, a new, disruptive beverage fountain system able to deliver more than 1,000 flavor combinations for new and classic PepsiCo beverages, and created “Mix It Up,” a proprietary multi-brand experience during the annual Milan Design Week.
Earlier this year, PepsiCo opened Creators League, the global content development arm of the company that includes a state-of-the-art content studio in New York City. Creators League serves as an internal producer for everything from all-encompassing branded content to brand inspired long- and short form scripted series and films, reality & competition, music recordings, OTT and digital content, distributed across five screens. Creators League aligns PepsiCo brands with top creatives and artists to produce compelling content across PepsiCo’s portfolio of snacks, beverages and nutrition products. Creators League also works with creatives in film, music, television, and digital on brand agnostic projects, extending brand equity beyond the bottle and bag to create new revenue streams through owned intellectual property.
Jakeman’s hallmark is a passionate belief that innovative, consumer-centric and creatively expressed ideas, integrated within a 360-degree consumer experience, can drive more powerful and engaging brands, which in turn creates an economic multiplier for companies. In a career that has spanned fashion, retail, consumer packaged goods, entertainment, technology and financial services, Jakeman has managed some of the world’s biggest brands on a global stage.
Prior to joining PepsiCo, Jakeman was Executive Vice President, Chief Creative Officer & Chief Marketing Officer for Activision Blizzard Inc., the world’s largest videogame and interactive entertainment company. At Activision, Jakeman led all facets of the company’s global marketing functions including media, advertising, design & consumer experience, CRM, consumer insights and digital. He was responsible for marketing seminal brands Guitar Hero and Call of Duty - the latter an all-time blockbuster, and the largest entertainment brand launch in history for two consecutive years, earning more than $600 million in sales in the first four days of release alone. He was also instrumental in launching Activision’s new franchise Skylanders, which after three years has become Activision’s newest Billion Dollar Brand.
Prior to Activision, Jakeman was Macy’s Inc. Executive Vice President, Marketing charged with revitalizing and re-positioning the Macy’s brand. There he developed the retailer’s first-ever national brand campaign directed by Academy Award winner Barry Levinson and two-time Academy Award winner Bob Richardson, and featuring some of the world’s foremost entertainment, cultural and fashion icons including Kenneth Cole, Sean “Diddy” Combs, Tommy Hilfiger, Emeril Lagasse, Kimora Lee Simmons, Jessica Simpson, Martha Stewart, Donald Trump and Usher. Eight years later Macy’s has re-interpreted this idea countless times, with the latest iteration including Justin Bieber, Marcus Samuelsson, Carlos Santana and Taylor Swift, and it continues to define and drive Macy’s strategic brand direction.
Jakeman’s first client-side role was in 1998 when he accepted a newly created position as Managing Director, Global Advertising at Citigroup in New York. At Citi, he led the development team that created the critically acclaimed, and Emmy Award Winning, “Live Richly” brand platform and the Citi Identity Theft Solutions service.
In the last 10 years Jakeman has been responsible for leading ideas and brand programs that have won more than 200 awards. Advertising Age named Jakeman one of America’s “Top 50 Marketers,” The Australian newspaper dubbed him one of the “top 20 people shaping global media,” in July, 2015 he was named “Advertising Person of the Year” by the Ad Club of New York; and AdWeek included him in the top 5 of the ‘Most Indispensable Executives in Tech, Media and Marketing’ for two years in a row. Jakeman is a passionate advocate for diversity in the ad marketing community, and a board member of the AD Council, The Advertising Club of New York, and The Association of National Advertisers (ANA). He frequently collaborates with other leaders shaping pop culture, and is a sought-after judge and speaker at major creative and marketing award shows and conferences throughout the world, promoting the general advancement of the industry. Jakeman is also a Board Member of the LGBT Center in New York.
Jakeman was born in Australia and holds a Bachelor’s degree in Mass Communication and Psychology from Macquarie University, Sydney. He currently resides in New York City.