It sounds like Smith and Kennedy acknowledge the power of interactive, but only for lead generation. Are they ignoring study after study that illustrates the effectiveness for b2b marketing? Does their interactive agency realize that AMD needs to place their message in the same hot spots where Intel has pounded away?
Having worked in corporate marketing for 10 years, the past 3 with interactive, there is little doubt that online works well for branding a large company and it comes with built in lead generation too. It comes down to producing a strong creative, clear message, and a value proposition for the audience.