CEO Cites Need to Slash Through Bureaucracy
April 19, 2001
NAPLES, Fla. (AdAge.com) -- Pepsi-Cola Co. North American President-CEO Gary Rodkin shared his views on the changing client/agency relationship
|Photo: Doug Goodman..|
|Pepsi's Gary Rodkin says 'volume growth' is all that counts.
Citing market pressures, he said that "driving volume growth is the only thing that counts." "Today there's pressure to divert dollars that once were sacred into consumer promotions, trade deals, sales incentives or just to sling the cash to the bottom line," he added.
Sense of urgency
He said the trick to getting effective, client/agency relationship in a keynote speech creative advertising is to go into the process with a sense of urgency and a
"In a true client agency relationship of mutual respect," Mr. Rodkin said, "there should be top-to-top communication with fewer approval levels."
-- Laura Petrecca, Laura Hughes and Scott Donaton
Copyright April 2001, Crain Communications Inc.