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Business
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| Number of pages / Number of words: |
3 / 623 |
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Stengel has also taken an avowedly integrated approach to communications. He recently announced that P&G did not have advertising agencies any more, just 'communication agencies'. How's that for media-neutral thinking?
Perhaps that most revolutionary element of the new P&G set-up is its approach to return on investment (ROI)...
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How's that for media-neutral thinking?
Perhaps that most revolutionary element of the new P&G set-up is its approach to return on investment (ROI). Rather than seeing marketing accountability as the topic for a academic debate, Stengel and his team have made it a practical reality. All P&G's communication agencies are now being paid on performance, not on retainer or commission...
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Case study: proctor and Gamble
Case Study of Proctor & Gamble
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