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

Geoffrey Precourt

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 can generate a return that's anywhere from "two to three to 12 times" greater than unchannelled, undifferentiated advertising, according to Jodi Allen, VP/marketing for North America, who also added, "Marketers have always had to learn how to embrace similarities and celebrate differences."

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