We wanted a broad enough range to choose from, but not so large a list that we were spinning people's wheels.

We didn't specifically say there would be an immediate assignment. This was part of a corporate process to evaluate the marketplace to make long-term decisions.

No one hit it out of the ballpark for us. No single group could do a portfolio-wide idea for the soup business.

All the agencies impressed me with their insights. The way they understood our business and delivered solutions was fantastic.

They help us remove non-working dollars and re-deploy them, so we can spend more on actual marketing. Our goals [and theirs] are not mutually exclusive.

Do it again on the next verse, and people think you meant it.