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article imageOp-Ed: Why P&G’s restructuring has marketers panicked

By Simon Crompton     Jul 7, 2014 in Business
Back in 1993, brand powerhouse Procter & Gamble did away with the title of “advertising manager” in favor of a new one that better described the roles of these employees: “marketing director.”
It had become clear that “advertising” was too narrow a term to use to describe their position, since their work went significantly beyond the scope of advertising.
Since then, “marketing director” has been the title of choice; according to Ad Age, “a search on LinkedIn shows nearly 73,000 marketing directors and associate marketing directors.” So when P&G recently announced that they would be changing that title to “brand director” and “associate brand director”, it caused quite a stir.
The change went into effect on July 1st, and it marks an enormous shift for the marketing world in general because so many companies look to P&G for examples of effective business strategy and adaptation to an ever-evolving marketplace. That includes industries such as banking and law as many law firm SEO companies specialize in this type of marketing.
Gigi DeVault explains that “a number of market research practices that are fundamental to consumer product companies began with Procter and Gamble.” This means that, in light of P&G’s new move, other companies are feeling the pressure to restructure their departments in order to accelerate their workflow and market their products in innovative new ways.
The motivation for this change came from a noticeable shift in how consumers interact with brands and companies, and the response from P&G started with significant cuts in spending on “the advertising agencies which help create content for TV commercials,” P&G chief financial officer Jon Moeller explained.
He said the company can better interact with consumers “by ramping up marketing via social media, mobile, search engines and digital content on the Internet.”
That means focusing on Facebook and Twitter campaigns, getting consumers to participate in surveys, and interacting with consumers on a consistent basis. This is a necessary move for all businesses that want to keep up with current interaction trends, and in this Information Age, things are always changing rapidly.
But is this really a reason to panic? It appears that, although this is certainly a major change for the marketing industry, it simply means that businesses will need to make improvements to the way they do business in order to stay one step ahead of the curve.
It takes time, resources and teamwork to bring this type of plan to fruition, but if P&G’s case is any example, restructuring a company will help streamline efficiency and provide more convenience for collaboration between departments.
If anything this can be a boon for companies worldwide; if P&G continues to have the impact it’s had on the marketing world for decades, its new paradigm will help businesses reduce or even eliminate unnecessary fees, work more competently, and better interact with consumers. It’s a matter of being prepared to adapt to this change by progressing with it.
This opinion article was written by an independent writer. The opinions and views expressed herein are those of the author and are not necessarily intended to reflect those of
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