Mandate from Procter's Pritchard: A Purpose for Every Brand
To hear Marc Pritchard, Procter & Gamble global marketing officer, you would not have guessed that the world's largest marketer had managed to increase sales seven percent in the first quarter of 2010:
"Welcome to the wonderful world of vertigo," he offered to the keynote audience at the 2010 Association of National Advertisers (ANA) annual "Masters of Marketing" conference. "The world as we have known it is not coming back. Technology is bombarding us…. And the credibility of major companies has been shattered. There's a lot of...