P&G Leaders On Precision Digital Marketing, Why Less Can Be More

After two quarters of reduced marketing spending, P&G’s top executives used Investor Day 2022 to highlight the efficiencies and higher effectiveness of digital marketing compared with traditional. “We would be missing the point of productivity improvement if we only measure the effectiveness of our brand building by the dollars we spend,” CFO Andre Schulten said.

Targeted Marketing

Procter & Gamble Co. leadership stressed to investors on 17 November that the health of the company’s brand building activities cannot be inferred from marketing spend alone.

“Delivering superior, engaging consumer-tested advertising that has sufficient levels of reach at the optimal frequency delivered to our prime consumer...

Read the full article – start your free trial today!

Join thousands of industry professionals who rely on HBW Insight for daily insights

  • Start your 7-day free trial
  • Explore trusted news, analysis, and insights
  • Access comprehensive global coverage
  • Enjoy instant access – no credit card required

More from Marketing & Advertising

Danes Get OTC Access To ED Treatment

 
• By 

Navamedic has launched Eroxon in Danish pharmacies giving men in the country OTC access to an ED treatment for the first time.

Alfasigma Seeking Slice Of EU’s Largest OTC Market With German Launch

 
• By 

Italy's Alfasigma has expanded its operation in Germany with the creation of a new Consumer Healthcare unit. Led by Rüdiger Hoppe, the business is rolling out OTC medical devices and dietary supplements in the gastrointestinal category.

Maxwellia Launches UK TV Campaign For Evana Showing Reality Of Menstruation

 
• By 

Maxwellia's “bold, honest, and completely unfiltered” campaign for Evana menstrual health brand tells the story of a woman dealing with the realities of a heavy period, showing “real blood, real leaks.”

Haleon Launches ‘Prescription Strength’ Hayfever Remedy In The UK

 
• By 

Pirilieve Hayfever Relief Tablets contain 120mg fexofenadine hydrochloride, which the firm notes is an active ingredient that was “previously only available behind pharmacy counters.”

More from Business

Stada Held Back By Weak Cough & Cold Season

 
• By 

While sales of seasonal products struggled during Q1, Stada pointed to the continuing strength of its underlying Consumer Healthcare portfolio.

US Consumer Health, Beauty Sectors: Expecting Tariff Policy Changes, Buckling Up For The Ride

 

As firms in OTC drug, dietary supplement and personal care/beauty sectors reported results for January-March period after Trump announced reciprocal tariffs, they buckled up for more changes in the president’s thinking likely to affect consumer spending as well as their costs.

Galenica’s Verfora Gets Off To Flying Start In Swiss CHC Market

 
• By 

Verfora grows almost 10-times faster than the Swiss consumer health market in the opening months of 2025.