How P&G is reshaping its marketing messages in Latin America

Procter & Gamble, the consumer packaged goods manufacturer, is taking a nuanced approach to digital marketing in Latin America.

"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 product

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands