CANNES – “Music is one of the easiest connection points with a consumer,” says Chad Stubbs, vice president of marketing for Pepsi Trademark, during an interview at Cannes Lions.

“Wasn’t it an easier time when you could have one superstar, three networks and some TV and print, and you had the nation covered? Of course, that is not the case anymore.”

Despite the increasing complexity of the consumer landscape – the development of microtargeting, consumer subgroups and the like – music is still a perfect marketing companion, he says.

While targeting consumers with many different types of music is challenging, Stubbs says this is their next great journey.

This video was produced at the OMD Oasis at Cannes Lions 2016 as part of  the Future of TV Advertising Leadership Forum, a series presented by true[Xand hosted by OMD Worldwide.  Please visit this page for additional segments.