Posted by Dale Buss on November 19, 2012 03:54 PM
Procter & Gamble invented modern marketing, some would argue, in its 175 years. And now the company is hoping to reinvent it by leveraging digital assets, boosting marketing productivity and more narrowly focusing on the company's key brands in their most important markets.
As the company continues to come up off the mat from its criticized performance earlier this year, CEO Bob McDonald hasn't let his foot off the gas — or let up on his determination to continue to overhaul P&G so that it doesn't get caught flat-footed again.
During an analysts' presentation last week, McDonald said that P&G plans to cut more than twice as many non-manufacturing jobs as it already had planned, a further sign that McDonald continues to heed analyst and investor criticism over the company's bloated cost structure.Continue reading...
Posted by Mark J. Miller on November 1, 2012 04:33 PM
Depending where you were, you may have celebrated Halloween on Oct. 31st. At Procter & Gamble, they've been celebrating the company's 175th anniversary.
That's right: P&G – mother of such consumer packaged goods icons as Tide, Pampers, and Comet, among others – is now 175 years old, but a look back at the company's history reveals that the whole endeavor might not have started if an errant flame and a rapscallion hadn’t done their dirty work all those years ago — or if an opinionated father and father-in-law hadn't intervened.
Or put another way, Mr. Procter's failures in England led to P&G's global success today — and Procter took a Gamble that paid off.Continue reading...
Posted by Dale Buss on October 9, 2012 03:45 PM
It was embattled Procter & Gamble CEO Bob McDonald's turn today to describe what he sees taking place at the CPG behemoth now and in the future, as he assured shareholders at the company's annual general meeting in Cincinnati that "we're confident we're doing what's right and necessary to achieve [our] objectives, now and for the long-term health of our business."
McDonald pledged that P&G is focusing on the company's 40 largest businesses, 20 top innovations and 10 most important developing markets as well as its $10-billion productivity program to drive future growth. "Our plan," he stated in a press release after the meeting, "is decisive, simple and focused. Grow our core and win with innovation fueled by productivity."
The CPG executive has been taking more heat than any other recent P&G CEO because the company lately has stumbled in meeting its growth objectives, has been shown up by competitors, and seems to have fallen off in innovation compared with a few years ago, when an emphasis on new products, new features, line extensions and new brands was propelling Procter & Gamble to record growth.Continue reading...
sports in the spotlight
Posted by Dale Buss on September 5, 2012 05:02 PM
Are you ready for some football? Big brands surely are. The National Football League may be a marketing and TV-programing juggernaut, but it is carrying more weight for more major brands than ever.
Take auto advertisers, for instance. Despite football telecasts that already were slated to be crowded with other car brands, Audi decided to use tonight's kickoff game between the New York Giants and Dallas Cowboys for the marketing launch of its crucial new 2013 S Models. These performance nameplates (S6, S7 and S8) and the "S" brand are fundamental for Audi to move to the next phase of its positioning in the U.S. market, as a provider of exciting, luxurious and well-designed automobiles.
And so the NFL gets the call tonight to host the first Audi ad under its new tagline, "Heighten Every Moment," featuring the Audi S8. The 60-second spot (watch it above) will run in the first break after kickoff. Audi also announced that it will appear in the Super Bowl game in February, its sixth consecutive advertising appearance in the big game.Continue reading...
Posted by Dale Buss on August 3, 2012 08:59 AM
P&G sees results boosted by sale of snacks division as its Tide brand turns to Betty White for advertising help.
Sony attributes weak financials to PlayStation sales slump.
Chick-fil-A braces for GLAAD's Friday "kiss-in" protest.
ABC and Good Morning America finally overtake NBC and The Today Show in key demographic.
ADM profits slide on higher corn costs.
Amtrak losses examined by Congress.
Apple requests sanction for Samsung as court battle heats up.
AT&T to acquire NextWave Wireless.
Beyonce plans to direct and star in film about her life.Continue reading...
Posted by Dale Buss on July 27, 2012 03:56 PM
Procter & Gamble had a good thing going with its mom-focused global campaign heading into the London Summer Olympics, and so like the world-class marketers they are, the company is trying to extend the string of positive impressions throughout the Games.
To that end, P&G CEO Bob McDonald and Global Brand Building Officer Marc Pritchard joined the mothers of several Olympic athletes and other P&G executives to virtually "ring" the opening bell of the New York Stock Exchange "remotely" — from the P&G Family Home pavilion in London.Continue reading...
Posted by Mark J. Miller on June 12, 2012 02:06 PM
With such brands as Tide, Charmin, and Bounty in its massive brand family of consumer packaged goods, Procter & Gamble has long focused its marketing push toward the mothers of the world. Even now, in a world where the stay-at-home-dad population is growing and U.S. women are heading toward out-earning their husbands, P&G still pays tribute to mom in much of its marketing.
Its current global campaign, called "Thank You Mom," celebrates the mothers of Olympic athletes, and P&G will take some of those women to the Games in London this summer. While we can all agree that moms rock, P&G is smartly taking a break so it can focus on dads, even for a bit. With Father’s Day coming up this weekend, P&G’s Gillette brand launched dad-centric TV ads during the England-France Euro 2012 tie game on Monday.
Gillette's pre-Father's Day U.S. campaign pitch for the spot at top:
Gillette is searching for the greatest fatherly advice ever. Visit us on Facebook, or use #HeresToDad on Twitter between June 7 and 17 to share your dad's words of wisdom. This commercial celebrates Dads everywhere, by recognizing the man behind the athlete...the man behind all of us. "Here's to Dad. The Best a Man Can Get."Continue reading...
Posted by Shirley Brady on June 5, 2012 04:38 PM
How's this for meta-marketing: A recent column in The Onion was titled: "Hey, Everybody! This Cool New Tide Detergent Video Is Blowing Up All Over The Internet!" The author was one "Fred Hammond, director of digital video and social media ad integration, Tide detergent." The Onion piece refers to a (fake) viral clip by (fake) Hammond's (fake) team — so Tide went ahead and made the real video, featuring "cute, funny talking animals, a cool indie-rock song" and Bret Michaels.Continue reading...