Smooth Move

Todd Wilkinson

This article from The Advertiser covers an interview with Edgar Sandoval, vice president of marketing and multicultural business for Procter & Gamble, where the importance of gathering, analyzing, and understanding consumer insights is summed up as "Consumer Is Boss." The company's multicultural focus are identified as extending the company's reach, although P&G believe that its penetration of the Hispanic marketplace remains underdeveloped.

Smooth Move

There once was a time in the trajectory of Edgar Sandoval's career when his lofty ambition was aimed at putting humans into rocket ships and propelling them to other planets. Today, his objectives may be more down to earth but are no less grandiose. As vice president of marketing and multicultural business, North America, at The Procter & Gamble Company, the 44-year-old Sandoval is one of the leaders responsible for marketing continuing to be a launch pad for the consumer-product giant's stable of well-known brands.

“Procter approached me in 1993, when I was getting an MBA from...

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