P&G CMO on Activating Fast & Bundling Brands
While P&G's "Thanks Mom" campaign may be hitting all on cylinders in Vancouver, the world's largest consumer products maker didn't have much time to put their plans into action. P&G announced its first ever Olympic sponsorship with the USOC last year and quickly put together marketing plans to make the most of it over the next two weeks. SBJ's Tripp Mickle has a great interview with Procter & Gamble CMO Marc Pritchard, in which he discusses how P&G negotiates sponsorships across multiple brands and activates fast under a consolidated campaign.
