You are the brand manager for Tide detergent. Your boss, the director of marketing, says she thinks it’s time for a new advertising agency and a new IMC campaign for the Tide brand and you agree. What should be your first 3 or 4 steps to begin this process? Number the steps clearly (1. 2. 3. 4.). Use no more than 2 sentences per step but be as clear and specific as possible. Assume that you have plenty of research results to use in your planning and therefore additional research should not be one of your steps.