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PepsiCo CMO: Standardisation in effectiveness would ‘dramatically enhance’ marketing’s credibility
Four months into her new role as PepsiCo’s top marketer, Jane Wakely is calling on the industry to “up its game” on effectiveness measurement.
Marketing’s credibility in boardrooms and business could be “dramatically” improved if there were less ambiguity and more industry cohesion around the most important measures of effectiveness, argues the new top marketer at FMCG giant PepsiCo.
