How P&G is building “citizenship” into brand-building efforts

Procter & Gamble (P&G), the consumer-packaged goods giant, is baking the concept of “citizenship” into its brand-building efforts.

“Social media is about 5% of Procter & Gamble’s marketing spending,” reported Marc Pritchard, chief brand officer at Procter & Gamble (P&G), the consumer-packaged goods manufacturer, and one of the world’s biggest advertisers.

“But it’s 150% of our problems.”

Elaborating on this topic, he suggested that the absence of a rigorous, rules-based system is an ongoing problem in the online space. “Digital media is now more than half of all media spending,” said Pritchard.

“But it’s astounding that 30 years into the internet age, with $300 billion of media spending monetized, we’re still operating with very few boundaries other than...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands