简介

Brand Jackman is passionate about developing category disruptive innovation ideas and marketing projects that challenge the status quo to build global brands. As a senior advisor, he works with founders, ceos, boards and cmos to drive innovation and brand building, to create business models that drive disruptive innovation in existing industries, and to build a new economy. During his seven-year tenure as President of PepsiCo's Global Beverage Group, Jackman led global category strategy, brand building, design, advertising, marketing, innovation, and brand content building for the $22 billion PepsiCo Global beverage assets. Top 10 brands including Pepsi, Mountain Dew, Pepsi Aquafina, Mininda Mirinda, 7UP and Gatorade are available in more than 150 countries. Under his leadership, Pepsi unveiled the brand's global positioning for the first time. Inspired by its live in the moment message, Pepsi launched its first truly global, synchronized advertising campaign, featuring Beyonce as its face. In addition, Jackman led Mountain Dew's global market expansion and brand unification, opening 15 new international brand markets inspired by the Live Now advertising creed. In 2017, Brand led the launch of LifeWTR, a premium bottled water, and within five months the brand had the largest roll-out in beverage history. Within the next year, the retail value of the brand is expected to exceed $300MM. Jackman is also responsible for developing Pepsi's new potential, particularly in design and content creation. He appointed PepsiCo's first-ever chief design officer and established a center for artistic design and innovation in midtown Manhattan that now houses more than 60 of the world's most talented designers. Within the first 18 months of the center's operation, PepsiCo's design and innovation team won more than 50 of the industry's most prestigious design awards, including the highly anticipated Red Dot Client of the Year award, the first time a consumer packaged goods company has won such an honor. In addition, the design and innovation team created Calebs, Pepsi's first new process Cola in more than 100 years, and Spire, an innovative beverage fountain system that offers more than 1,000 new and classic Pepsi flavor combinations. They also created Milan Design Week's annual multi-brand patent experience, Mix It Up. In 2017, PepsiCo launched the Creators League, its global content development arm, which includes New York's most advanced content studios. Creators Alliance is an in-house producer of everything from branded content to long - and short-form scripted series inspired by brands across five segments: film, reality & Competition, recorded music, OTT for Internet services, and digital content. Creators Alliance partners with top creatives and artists to produce premium branded content for Pepsi snacks, beverages and nutrition products. They also work with innovators in film, music, and digital on non-brand projects to extend brand value and create new revenue streams through proprietary intellectual property. During Brand Jackman's tenure as CEO, PepsiCo's market value has nearly doubled, with the beverage industry an important source of shareholder returns and innovation as a percentage of net revenue growing by more than 50%. Jackman insists that innovation, customer centricity, creative expression of ideas, combined with a 360-degree consumer experience, can help create a stronger engaging brand and create more economic multiplier effects for businesses. Jackman has managed many of the world's biggest brands, and his career spans fashion, retail, consumer packaged goods, entertainment, technology and financial services. Prior to joining PepsiCo, Jackman was Executive Vice President, chief Creative Officer and chief Marketing Officer of Activision Blizzard Inc., the world's largest video game and interactive entertainment company. Jackman leads all aspects of the company's global marketing, including media, advertising, design and consumer experience, CRM CMR, consumer Insights and digital. He was responsible for the marketing of key brands Guitar Hero and Call of Duty, which became the biggest entertainment brand for two years in a row, generating more than $600 million in sales within four days of its launch. He was also instrumental in the launch of Activision's new Skylanders game, which, three years later, has become the newest multi-billion dollar Activision brand. Previously, Jackman was the chief executive of Macy's Department store. Executive Vice President of s, Inc., with primary responsibility for revitalizing the brand and repositioning the market. He launched the first national retailer Brand campaign, led by Academy Award winner Barry Levinson and two-time Academy Award winner Bob Richardson, alongside some of the world's most important entertainment, culture and fashion figures, They include Kenice Cole, Sean Diddy Combs, Tommy Hilfiger, Ariel Lagassie, Jimora Lee Simmons, Jessica Simpson, Martha Stewart and Arthur the Kid. Over the years, Macy's has reinterpreted this philosophy numerous times, with the latest event featuring guests including Justin Bieber, Marcus Samuelsson, Carlos Santana and Taylor Swift, who will continue to define the strategic direction of the brand. Jackman took on his first client role in 1998 when he agreed to take up the newly created position of managing director of global advertising at Citigroup in New York. He led the team that developed Live Richly, the branded platform, and was acclaimed for his work on Citi's identity theft solution, for which Live Richly won an Emmy Award. Over the past 10 years, Jackman-led ideas and brand projects have won more than 500 awards. Advertising Age named Jackman one of America's Top 50 marketers; The Australian newspaper named him one of the top 20 people influencing the global media industry; In July 2015, he was named Advertiser of the Year by the Advertising Club of New York. For the second year in a row, AdWeek named him the most indispensable executive in technology, media and marketing. Jackman is an active advocate for diversity in the advertising and marketing community, serving on the boards of the AD Council, the Advertising Club of New York, and the ANA, the national association of Advertisers, and often shaping popular culture with other leaders. He is the most sought-after judge and speaker at major creative and marketing awards shows and conferences worldwide, contributing to the overall development of the industry. In addition, Jackman is a board member of the Gay and Lesbian Center of New York. Jackman was born in Australia, holds a Bachelor's degree in Mass Communication and Psychology from Macquarie University, Australia, and currently lives in New York.

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Brief (English)

Enterprise management

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