Procter & Gamble has struck a multilayered, multiyear advertising deal with Major League Soccer as players return for the sport’s 26th season and the CPG giant seeks to broaden its appeal to younger demographics and the Hispanic market.
Procter & Gamble, which spends millions to call attention to high-profile products like Crest, Tide and Pampers, said today it will negotiate directly with media outlets going forward — a move that is likely to take it out of typical “upfront” discussions that involve letting media-buying agencies utilize its ad spend for leverage in these annual talks between marketers and U.S. TV companies.
Procter & Gamble, the company behind Pampers diapers, Crest toothpaste and Old Spice men’s grooming products, has begun striking deals with certain TV networks as part of the upfront, according to a person familiar with the matter.
Every agency, platform and digital media player has been on high alert since Procter & Gamble Chief Brand Officer Marc Pritchard, who holds the strings to the conglomerate’s $2.4 billion annual U.S. advertising purse, threatened to yank his company’s spend if they fail to address the growing mess of issues in digital advertising like fraud, brand safety and transparency.
Procter & Gamble wants to cut a whopping $2 billion in marketing spending over five years, and for the first time is providing details on a broader $10 billion cost-cutting plan launched a year ago. That marketing spending cut comes amid a fiscal third-quarter earnings report where the company missed on sales-growth expectations and lost market-share in developing markets despite hiking ad spending.
Marc S. Pritchard, chief brand officer for Procter & Gamble, is leading demands for more data on where ads appear and how views are measured.
The biggest U.S. advertiser has a new media chief as Procter & Gamble Co. has named Kristine Decker to oversee its estimated $3 billion-plus U.S. media outlay.
The Wall Street Journal reports today that here.Co. is now spending more than a third of its U.S. marketing budget on digital media, an aggressive shift as Americans for the first time are expected to spend more time online this year than watching television. The story by Serena Ng and Suzanne Vranica quotes P&G executives as saying digital media in many cases is proving to be a faster and cheaper way for P&G’s brands to reach consumers, and feedback is also faster. WSJ subscribers can read the story
The new “culture of productivity” at Procter & Gamble Co. could cost marketing executives, agencies and other marketing suppliers plenty, as each has been targeted for deeper cuts, executives told analysts and investors at a meeting in Cincinnati yesterday.
P&G, which makes an array of everyday goods ranging from Tide detergent to Gillette razors, said it is cutting the forecast because of unfavorable foreign exchange rates, continued slow growth in developed markets and a slowdown of growth in China.
The Procter & Gamble and NBC joint venture Petside.com is getting a redesign that includes new features like Pet Places, an online and mobile database of pet businesses in cities around the country. The new site will have six new channels that include new community functions and new sections around pet nutrition, budgeting and living green, and blogs from pet experts. The site is also introducing a mobile app for iPhones and Android-enabled devices.
Consumer product giant Procter & Gamble has partnered with Walmart for a fourth family friendly two-hour movie/backdoor pilot to air on NBC as a time buy.
The company used Woods and dozens of other athletes as part of its three-year “Gillette Champions” marketing campaign. Gillette said Thursday it was phasing out that program and not renewing the contract with Woods and several other athletes. It stopped using Woods himself in the campaign months ago.
Procter & Gamble Co., whose sponsorship and production of daytime TV dramas helped coin the term “soap operas,” has pulled the plug after 77 years, opting to move to digital media like YouTube, Twitter and Facebook.
Consumer product giant Procter & Gamble is expanding its initiative for funding family friendly two-hour movies/backdoor pilots and buying primetime real estate to air them to a second network. After teaming with Walmart for three such movies on NBC, P&G has now bought time on Fox for its next family film, which the company may use as a backdoor pilot for a future series on an unspecified network.