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Procter & Gamble plans major digital drive
Procter & Gamble, the FMCG giant, has set itself the target of reaching one billion shoppers around the world using digital media.
The company has recently adopted a diverse approach to enhancing equity with its customers, such as funding a family-friendly TV movie with Wal-Mart and launching a sustainability education drive, called Future Friendly.
Marc Pritchard, P&G's global marketing officer, argued its overall strategy has been informed by the recognition that major corporations must transform their tried-and-tested models.
"We are not there yet, but we are moving towards an inflection point," he said. "We are shifting to purpose-inspired brand building, a shift from marketing to serving."
This trend is being fuelled by the new purchasing priorities observable in many markets, where people are placing a heightened emphasis on the vision and values of the organisations with which they do business.
