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Top Marketers Discuss Advertising's Role in Building their Businesses and Brands
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Interview Guide

Questions for Bob Eckert
President and CEO, Kraft
(approx. 15 minutes)

  1. Why use an advertising agency at all? Why not outsource it, coordinate it or use an in-house agency?
  2. Is that talent (of agency personnel) relevant to the future of your business?
  3. What is the single most important thing you want from an agency?
  4. Is it a mistake to expect strategic thinking from an advertising agency?
  5. Can you recall any personal experiences with any of your agencies in which the agency mad a major contribution to your business in addition to the creation of commercials and print ads?
  6. Should the CEO of the client have a direct part in the client/agency interaction?
  7. Is there anything specific that you think the CEO can do to help his own marketing people and the advertising agency work better together?
  8. What can agencies do to make themselves more valuable to their clients?
  9. Do agencies have a future in the next millenium?