"Innovation that's innovation for the sake of doing new stuff doesn't really make that much sense to us," reports Alejandro Betancourt, Procter & Gamble's Associate Brand Director Operations/Latin America.
But, he allowed, the need to view products through a consumer lens – and to become involved in user experiences – means that many traditional marketing tools no longer apply. And, in such conditions, he proposed, interesting things happen.
In digital marketing, for instance, the march to the future has two guardrails that are shaping P&G programs:
- "We're trying to go after the...