P&G’s WOM Credo: Disrupt the Schema

Reporting from the Advertising Research Foundation's 2010 "Re:Think" meeting in New York, Warc's U.S.

P&G's WOM Credo: Disrupt the Schema

Geoffrey PrecourtWarc

When A.G. Lafley took over Procter & Gamble in 2000, he set about changing the culture of the world's largest marketer. And, in particular, he insisted that innovation - not just brand management...

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