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MAR 2007

Stengel Exhorts 4A's: 'It's Not About Telling and Selling'†

P&G's CMO Ditches Simple Mantra for Dialogue-Driven Communications

Advertising Age, March 2, 2007 — Procter & Gamble's Jim Stengel described a major cultural shift that he believes is turning the world's largest marketer into a starter of conversations and a solver of consumers' problems rather than a one-way communicator. "It's not about telling and selling," said the global marketing officer of the company that once lived by that simple mantra. "It's about bringing a relationship mind-set to everything we do."

Category: Customer Experience
Tags: P&G, Engagement

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