Kraft decide this way. What about you?

It's always nice to hear how the big boys choose their ideas.

Kraft vice president of marketing for Europe Daryl Fielding was recently quoted as saying that in working with agencies she prefers “a small number of decision-makers - especially around something creative, it is good business practice. 

Creative work is very subjective and if you have 15 people [deciding on it] you will dumb it down and you will get the work that everyone doesn’t dislike.”

She sounds like the ideal client. 

Would be interesting to see if her agencies agreed.

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