Into the Heart of The Brand

The author, with over 40 years experience at P&G, discusses what has changed, what has not changed over four decades, and his views on the future of marketing and advertising in the USA.

Into the Heart of the Brand

Robert L. WehlingProcter & Gamble

I'm happy to respond positively to the ANA's request to share some thoughts on 41 years at P&G in the advertising business. I doubt that anything I have to share will seem new or unusual, but perhaps there will be some helpful reminders.

I'll break these observations into three parts: What has changed for advertisers over four decades; What hasn't changed; and What's likely to happen as we go forward.

What Has Changed?

Obviously, we live in a period of accelerating change. As many of us are fond...

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