Is Procter & Gamble Losing Its Edge?

 In International
As Challenges Mount, Critics Wonder If Doubling Down on Digital is Best Bet for Fending Off Competition.

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Digital has been a hallmark of Procter & Gamble Chairman-CEO Bob McDonald’s tenure, hailed as key to wringing $10 billion in overall costs and $1 billion in marketing savings out of its massive budgets in five years.

But while P&G has gotten plenty of media play lately — social and otherwise — over its digital ambitions, it faces growing questions about how much good digital marketing can do amid broader signs P&G is losing its edge. Some analysts and competitors question whether P&G can digitize its way out of its deeper issues, or enjoy the same scale advantages in a digital world that it had in traditional marketing.

P&G is far from collapse. It’s still growing — 4{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} organically on the top line — and meeting its earnings, even if revising forecasts down recently. But for a company long seen as a world-beater, worrying indicators abound: Advertising Age – Read more…

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