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CEO Cites Need to Slash Through Bureaucracy

April 19, 2001

NAPLES, Fla. ( -- 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.
today during the first full day of the 83rd annual AAAA conference.

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

reduced level of bureaucracy.

"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.

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