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Procter & Gamble Outlines Its Way Forward

November 18, 2016: 12:00 AM EST
Procter & Gamble outlined its priorities at an Analyst Day. It has completed its massive brand sell-off, exiting around 100 brands, and its attention is now on growing its remaining brands and categories. It has been increasing spending on media and sampling, focusing on "reach and continuity", shifting to television shows with broader appeal and to “higher-reach digital platforms", and spreading its spending more evenly to maintain “top-of-mind awareness year round." P&G is also focused on continuing to improve productivity in marketing spend. The company also stated that the brands it retained are more skewed towards "daily use" categories driven by performance and technology, and the CEO reiterated his early-2016 pledge to look outside the company for talent more than it has in the past. [ Image credit: © Procter & Gamble Company ]
Jack Neff, "P&G Just Unloaded 100 Brands. Now What?", Advertising Age, November 18, 2016, © Crain Communications
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