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

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.

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

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

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.