Three tips from Brad Jakeman, president-global enjoyment brands, chief creative officer, PepsiCo
1. BE OPEN TO ALL SOURCES OF CREATIVITY, BUT DON'T GET DISTRACTED BY SHINY OBJECTS.
Popular culture is brimming with incredible storytellers, visual artists and utility builders. The trick is to be open to collaboration but retain the ability to curate content and media in a way to build compelling stories and application for our brands. Top clients in 2012 will work inventively with agencies, content producers, technologists, inventors, designers, celebrities, futurists and new media owners. I expect to be kinda busy.
2. LISTEN TO EVERY CONSUMER'S EVERY WORD.
It might be information minestrone out there, but smart listening tools that generate real-time cultural insights and consumer feedback are critical in establishing and retaining relevance, especially for pop-culture brands like ours. So, I expect to be kinda busy ... and kinda fit.
3. SPREAD THE WORD OFTEN AND PASSIONATELY.
It comes down to a shared understanding of vision, targets and accountability. ...The client must set out the rules of engagement. The role of clients is part visionary, part coach, part curator, part choreographer, part inventor and part evangelist. I expect to be kinda busy, kinda fit and kinda talkative.