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The article presents an interview with Jim Stengel, a global marketing officer for Procter & Gamble Co. Stengel is responsible for launching the company's 2002 Global Brand Building Awards and for the application of Supplier Business Development to the purchasing unit of the company. He also expressed his expectations from their advertising agencies to respond to their marketing needs.

The article provides insights on the qualities of future inductees into the American Advertising Federation's Advertising Hall of Fame, as exemplified by John Smale of Procter & Gamble. He is the sixth company leader to enter the Hall of Fame. He embodied a commitment to improve the lives of consumers in every way and to have a positive impact on society. The future inductees should make breakthroughs in consumer understanding.