How P&G is building “citizenship” into brand-building efforts

Procter & Gamble (P&G), the consumer-packaged goods giant, is baking the concept of “citizenship” into its brand-building efforts.

“Social media is about 5% of Procter & Gamble’s marketing spending,” reported Marc Pritchard, chief brand officer at Procter & Gamble (P&G), the consumer-packaged goods manufacturer, and one of the world’s biggest advertisers.

“But it’s 150%...

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