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P&G’s marketing chief looks to go digital

As head of marketing for Procter & Gamble Co., it’s Marc Pritchard’s job to figure out how the world’s biggest advertiser can spend less on advertising.

The consumer products giant said last month that it aims to save USD10 billion by 2016, cutting USD1b from its marketing budget. Pritchard says those cuts will come by thinning the ranks of marketing executives and spending more efficiently, leaning more heavily on lower-cost digital marketing and easing up somewhat on pricey broadcast ads.

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(Source: The Wall Street Journal Online )