A senior marketer at Procter & Gamble has criticised the consumer goods titan’s past advertising for being “too global”.

Mark Brickhill, P&G’s new fabric care marketing boss for western Europe, told a meeting of Britain’s Marketing Society that the company’s ads had in the past been “too European, too global and not local enough.” In other cases, however, P&G had made a mistake by doing the opposite, he said.

Brickhill – who last week moved from his previous role as marketing director of fabric and home care for the UK and Ireland – also called for “a greater level of collaboration between the very large number of agencies it takes to get a great plan off the ground.” Such alliances, he added, were essential for breakthrough campaigns.

P&G’s global agencies include Grey Worldwide, Publicis and Leo Burnett.

Data sourced from: BrandRepublic (UK); additional content by WARC staff