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P&G experiments on digital

Procter & Gamble, the consumer goods giant, is taking a "brand agnostic" approach to digital marketing, providing major room for experimentation when using this channel.

The owner of Tide and Pampers plans to cut USD1billion from its marketing expenditure by 2016, firstly by reducing the headcount in relevant departments, and also by leveraging the cost advantages of new media.

Speaking to the Wall Street Journal, Marc Pritchard, P&G’s global marketing and brand building officer, identified a range of other schemes it is pursuing to enhance its capabilities.