P&G Preaches Integration

LONDON: Integration of media planning should be advertisers' credo, rather than seeing the "digital consumer" as a "different species", evangelises Procter & Gamble UK marketing director Roisin Donnelly (pictured).

Speaking at the Internet Advertising Bueau's Engage 2007 conference in London, Donnelly agreed "consumers are changing every day", but argued that "online people are exactly the same as offline people. Internet users still spend time watching TV, reading newspapers and text messaging".

As part of a "common sense approach", she suggested marketers of big brands should "adopt a consistent approach that focuses on the consumer", and thus produce campaigns that work across a variety of different channels.

Two resultant rules she recommended were to "avoid segmenting our companies, our people or our agencies into new and old media" and to "keep it simple, keep it relevant and keep it involving".

Donnelly also argued that putting resources into researching the effectiveness of ad campaigns was more important than a large budget.

Data sourced from Brand Republic (UK); additional content by WARC staff, 9 November 2007

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