WOW!: P&G One to one

Elva Lewis Pulls Back the Curtain to Reveal How She Plans to Build 60 Million Relationships

By Matthew Creamer AdAge.com: Can the makers of Tide, Pampers and Crest be something other than the villainous intervener between you and your episode of "Desperate Housewives"? Can it be a source of useful, accurate information you freely search out from time to time, or even a beneficent force that you actually have -- gasp -- a continuing relationship with?

It seems curious that a company such as Procter & Gamble, which grew into the world's largest package-goods marketer by shocking and awing American moms with bulky payloads of heavily tested ads, is even worrying about this stuff. Sure, company bigs have been good at talking the new-marketing-era talk at conferences, but even after declaring the old ad model "broken" they spend more than the GDP of most developing nations each year on domestic paid media. And when you consider that sales have boomed as ad spending has ballooned, you have to ask yourself: Why even bother?

To Elva Lewis, the executive charged with ushering P&G into a post-mass world, it's simple: She doesn't want to get wet.

"The boat's setting sail, and we have one foot on the dock and one on the boat," she said. "If you listen to A.G. Lafley or Jim Stengel, they're all talking about the declining return on investment in TV. This trend tells us we should go to one-to-one marketing. We just haven't put our money where our mouth is." Si haces click en el titulo de cada entrada accederas al link.
Por favor ingresa tus comentarios.

See more by clicking on the title.