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

Questions for John Pepper
Chairman, Procter & Gamble
(approx. 12 minutes)

  1. Why does P&G use advertising agencies?
  2. Is there anything unique that agencies do for P&G?
  3. What about using other resources instead of the agencies (for strategies as an example)?
  4. Have you actually, personally seen agencies deliver big ideas?
  5. How do you get the most value from agencies?
  6. What's the CEO's role?
  7. How do you see the future for advertising agencies?