Search marketing fails to deliver potential

Marketing, July 1, 2010 — Brands are failing to exploit search marketing fully, according to research carried out by the IAB. The ‘IAB Search Marketing Barometer 2010’ is based on a survey of 140 senior marketers from 91 of the UK’s 100 biggest advertisers, including P&G, British Airways and the COI. Nearly all the respondents (99%) believed search marketing, worth £2.15bn in the UK in 2009, could be linked more effectively to other aspects of their brands’ communications.

P&G chief urges brands to 'move people'

Marketing, June 29, 2010 — Brands need to make consumers' lives better if they are to achieve long-term success, according to Marc Pritchard, P&G's global marketing and brand building officer.

Agencies Also on the Hook for P&G's Green Scorecard†

Suppliers to Receive One Year to Prepare Data on Sustainability Before It Has Impact on Business

Advertising Age, May 12, 2010 — Hey you there, sitting in your Manhattan ad agency office in your organic cotton T-shirt sipping a latte from a cup made out of recycled paperboard as you book airline tickets online for Cannes: Procter & Gamble Co. would like to know more about your carbon footprint.

The world's biggest advertiser today unveiled its Supplier Environmental Sustainability Scorecard for key suppliers, with the first reports due July 1.

P&G Plots Growth Path Through Services†

In Brand-Saturation Age, Major Marketers Turn to Franchising and Other Models

Advertising Age, March 22, 2010 — Procter & Gamble Co. got to be an $80 billion company and the world's-largest marketer almost entirely by selling goods, but it's increasingly looking to services ranging from concierge physicians to car washes and dry cleaners to fuel its thirst for growth.

Life After P&G: Jim Stengel Rewrites Marketing Textbook†

Former CMO Writing New Tome, Teaching Classes at UCLA Stressing 'Rubber Meets Road' Case Studies

Advertising Age, March 15, 2010 — Jim Stengel's departure from Procter & Gamble Co. and its $8 billion advertising budget might look like a retreat to some. But from his new perch as part-time UCLA marketing professor and a part-time consultant, he's plotting something bigger than he ever imagined at P&G.

He's trying to become the de facto CMO to the world, leading a revolution already well under way toward purpose-driven marketing. That mission is starting with 140 second-year M.B.A. students as he seeks to create change agents through his first "The CMO Experience" class.

Smart Design Strengthens the Brand and Reveals Purpose†

Thinktopia's Patrick Hanlon Explains Why, in This Economy, Driving Business Must Be Paramount

Advertising Age, February 16, 2010 — It goes without saying that the Great Recession has been a time for companies to pull back and retrench. But the recessionary downswing has also become a remarkable opportunity for re-imagining and reinventing brands.

Some marketers have been forced to rethink their brands because of competitive pressures; when things are good, it's easy to put aside the marketer's responsibility to continually re-excite its consumers (and stun gun the competition). Too many marketers leave that quest to Apple, Nike and Marc Jacobs.

Why P&G Is Bringing 18 Brands Together for Olympics Push†

Q&A: Global Brand-Building Officer Marc Pritchard Explains the First of Several Efforts

Advertising Age, February 16, 2010 — Sports marketing has been growing at Procter & Gamble Co. for years, and particularly since it acquired Gillette five years ago. P&G's biggest sports effort to date comes with the Winter Olympics in Vancouver, where 18 brands are combining with the corporate brand in an effort that also includes P&G's first corporate TV ad in the U.S.

It's the biggest corporate-marketing event ever, though it builds on more than a decade of increasing multibrand marketing efforts that include companywide coupon circulars and websites and retail promotions. An extensive digital, print, consumer-promotion and in-store program rounds out the campaign.

P&G Embraces Facebook as Big Part of Its Marketing Plan†

Opens Silicon Valley Office Aimed at Increasing Social-Media Presence

Advertising Age, January 25, 2010 — Procter & Gamble Co. loves Facebook after all, and besides encouraging brands to develop a presence there, the world's biggest marketer has opened an office in Silicon Valley to help develop social-networking systems and digital-marketing capabilities with the website

More CPG Players Embrace E-commerce†

Alice.com to Set up E-stores for 29 Marketers; Powerhouse P&G to Launch Its Own Online Retail Channel

Advertising Age, January 21, 2010 — This looks to be the year of the e-store for package-goods marketers, as an online retail environment once deemed largely irrelevant to them suddenly gains traction with at least 30 of the industry's players.

P&G CEO Bob McDonald on Why Size Doesn't Matter†

Lafley Successor Says World's Biggest Spender Under-Leverages Its Scale

Advertising Age, January 18, 2010 — The last decade at the world's biggest marketing spender belonged to A.G. Lafley, but this one belongs to Bob McDonald. In an interview with Advertising Age, the Procter & Gamble Chairman-CEO explains how he's different from his longtime mentor — and it's more than being an Army guy trained in jungle and desert warfare vs. a Navy guy who operated a store.