P&G Re-packages Marketing Function

Consumer goods giant Procter & Gamble is to restructure its marketing function under the name 'brand management', with marketing directors worldwide becoming 'brand directors' with 'single-point responsibility for the strategies, plans and results for the brands'.

Market research becomes 'consumer and marketing knowledge' in the new structure, and will be one of four key areas within the new function, along with brand management itself; communications; and design. The brand management function will be moved from its former 'regional silos' and will now be run from P&G's global business units - beauty, health and grooming, family care, and home care.

In a statement, a P&G spokeswoman said that the changes will help the company 'focus on delivering better brand and business results, clarify roles and responsibilities to make faster decisions, and simplify our structure to free up time for creativity and better execution'.

Web site: www.pg.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.