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brand collaborators

P&G Looks to University Partnerships to Spur Innovation

Posted by Dale Buss on March 29, 2012 03:03 PM

Over the last 10 years or so, Procter & Gamble's Connect + Develop program has forged hundreds of relationships with outside vendors and inventors that have led to myriad big new products for the company — including the Crest SpinBrush, Swiffer Dusters and Olay Regenerist — have brought refinements and ingredients that weren't thought of or available internally, and have helped lead a surge in innovation at the Cincinnati-based giant.

Connect + Develop is still at it in a more challenging era, including looking for ways to out-license Procter & Gamble brands, products, processes and ideas as well as bringing still more interesting stuff from the outside in. And while archrival Unilever has been generating some buzz recently with news that it is setting up a new online platform as part of its own "open innovation" strategy, the head of P&G's longer-tenured operation believes Connect + Develop remains well in the lead among the company's competitive set.

"They got quite a bit of publicity, and that's cool," Jeff Weedman, P&G's vice president of global business development, told brandchannel. "I expect us to do well in an open marketplace."Continue reading...

digital marketing

P&G is Ready to Co-Innovate on Digital

Posted by Dale Buss on March 16, 2012 01:19 PM

If the path Procter & Gamble is pursuing in turning hard toward digital marketing is reminiscent of another recent, major strategic shift for the CPG giant, that's because company executives are deliberately borrowing from that model. More than a decade ago, P&G shook up the corporate world by opening up to outsiders for ideas for innovations in the products and features that make up its brands, in an initiative that came to be called Connect + Develop.

And now P&G is doing something similar for its digital-marketing push. "We want to leverage the knowledge and power of everyone we can" in accelerating investments in digital communications and marketing, Alex Tosolini, P&G's vice president of e-business, told brandchannel. Indeed, if members of the marketing and advertising community have "wonderful ideas" for digital plays, he said, "Please come to us and we'll be open to co-innovating with you."Continue reading...

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