When Whirlpool's director of marketing and PR Audrey Reed-Granger was asked to set up the process for finding a new PR firm to represent the company, she began by figuring out exactly what she didn't want.
"I used to be on the agency side and I hated the RFP process because there was no opportunity to break through the clutter to demonstrate creativity or real strategic thought," she explains. "I promised myself that if I were ever on the client ...