P&G and Walmart Stand Up for ANA Family-Programming Effort

Geoffrey Precourt

Procter & Gamble "goes out of its way" to find "family-friendly programming," said Edgar Sandoval, P&G's general manager/marketing, North America.

"Moms tell us they're frustrated when they have to 'dive' for the remote control when something inappropriate comes up on the television," he told the 2009 Association of National Advertisers (ANA) "Masters of Marketing" annual conference.

The option - "telling children to look the other way" - is an unacceptable alternative, he added, especially for "the stable, family-oriented products that are so important to our company."

The occasion for Sandoval's remarks was a panel discussion in support of the ANA's Alliance for Family Entertainment. Sandoval co-chairs the organization with Ben Simon, director, Walmart Brand Marketing. And, said Simon, "where your brand shows up means something to moms. You can think about media from an efficiency model, but there's also a quality component that matters to mothers. And we're committed to serving moms and families, to meeting their needs."