P&G: Combining inspirational ideas and shared experiences

Geoffrey Precourt

Marc Pritchard, Procter & Gamble's global marketing and brand building officer, has put his personal mark on the overall communications efforts of the world's largest advertiser. "The Power of the Everyday Effect" is the new marketing foundation that will support the company's $83 billion in annual sales.

"It's an idea-driven campaign that we hope will make a connection between our company's brands and the people we serve," he said. "It was inspired by a human insight: what really matters in life are those small but meaningful everyday moments. And that's where a lot of our brands - like Tide, Pampers, Pantene and Olay - live. They live in the everyday."