Putting theory into practice: Procter & Gamble's multicultural initiatives

Geoffrey Precourt

At the ANA 2011 Multicultural Marketing & Diversity Conference, Ida Liz Chacón of Senior Marketing Manager at P&G's Ethnic Center of Expertise presented four case history briefs covering its brands Crest, Gillette, Gain and Pampers.

Putting Theory into Practice: Procter & Gamble's Multicultural Initiatives

Geoffrey PrecourtWarc

Procter & Gamble has been active in multicultural marketing for more than a half-century. In 1961, it was among the first national advertisers to sign on with the Spanish Internal Network (Univision). In 2011, the world's largest advertiser instituted an internal Ethnic Center of Expertise to consolidate "best-in-class capabilities, knowledge and consulting".

At the Association of National Advertisers' (ANA) 2011 Multicultural Marketing & Diversity Conference, P&G demonstrated how it had put theory into practice with four case-history briefs.

The stakes are high: intelligent use of multicultural marketing...

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