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SEP 2007

Selling P&G

How do you sell $76 billion of consumer goods? One brand at a time. Fortune's Geoff Colvin talks with Jim Stengel.

FORTUNE, September 5, 2007 — In the vast world of marketing and advertising, James Stengel just may be the king. He is Procter & Gamble's global marketing officer, and thus commands the world's largest ad budget - about $6.7 billion. It's an enviable position, but uneasy lies the head that wears an ad king's crown. The Digital Age is revolutionizing the way consumers use media, though no one yet knows what the new model will be or if it will last longer than an eye-blink. Product innovation happens faster than ever.

Category: Brand Strategy
Tags: P&G, Global, Growth

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