Advertising Age Article Abstract
People's Choice Awards Embraces Social Media
Procter & Gamble Brings in Mark Burnett; Broadens Voting Power
NEW YORK (AdAge.com) -- Procter & Gamble is going out of its way to get more people involved in its 36-year-old "People's Choice Awards." The consumer-products giant's TV-production arm enlisted reality-TV impresario Mark Burnett to helm this year's broadcast, loosened up and broadened the voting process, restructured the flow of the awards program itself and worked diligently to fan enthusiasm for the program well before it hits CBS Wednesday evening. ...