PepsiCo’s Global Beverage Group President on how company is expanding brand globally
About Brad Jakeman
Brad Jakeman is the president of Global Enjoyment Brands and chief creative officer, PepsiCo Global Beverages Group. He has served as Chief Creative Officer of Activision Publishing Inc. since October 2008. In this role Mr. Jakeman is responsible for leading global advertising, media, marketing and consumer research for all Activision Publishing's franchises.
Prior to joining Activision, Mr. Jakeman served as Executive Vice President, Corporate Marketing for MACY’S, Inc. where he managed advertising, brand strategy, branding and identity, creative strategy, in-store visual strategy and direct marketing for the Macy's brand nationally.
Previously, Mr. Jakeman spent eight years as Managing Director, Global Advertising at Citigroup where he was responsible for managing brand strategy, creative development and agency partnerships for Citi's brands globally. When Brad joined Citi the brand in the U.S. was described by some as being “a mile wide and an inch deep” - a brand with great awareness but little meaning or differentiation. Working with the entire Global Marketing team Brad helped create a consumer-centric brand positioning that could work across lines of business and geographies. Once completed, he led the development of a communications effort that expressed the positioning through the “Live Richly” campaign. Today this idea is executed through all of Citi’s North American advertising. Since launch Citi’s advertising has been the focus of much attention. Last year alone the“Live Richly” advertising has been honored with over 57 creative awards for a tally of 197 awards to date, including AdAge 2003 “Campaign of The Year” and an Emmy from The Academy of Television Arts and Sciences.
Prior to working at Citigroup, Mr. Jakeman's career was dominated by senior leadership roles in renowned global advertising networks such as BBDO and Ogilvy in Sydney, London and New York. There he was responsible for managing both advertising and direct marketing for the American Express Green Card, Huggies,Kotex and Nestle Friskies brands.
In 2004 AdAge magazine named Brad as one of America’s top 50 Marketers.
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