Google has added one more to its growing collection of packaged-goods marketing executives -- Julie Eddleman, who was the top U.S. media executive of the biggest U.S. advertising spender, Procter & Gamble Co.
Jodi Allen, VP-North America brand of P&G and Ms. Eddleman's boss, has assumed Ms. Eddleman's duties, a P&G spokeswoman said. The move comes as P&G, which spent $3.2 billion in measured media in the U.S. last year according to Kantar Media, is moving toward buying 70%-75% of its digital media programmatically, an effort in which Ms. Eddleman was involved. Google, owner of one of the largest digital-display ad networks and active in working to establish private programmatic exchanges linking publishers and big brand advertisers, is likely to play a key role there too.
Ms. Eddleman, now director-client service at Google, joins a team that includes fellow P&G executive Kirk Perry, now Google's president-brand solutions, who had been president-global family care and a rising star seen by many within P&G as a top contender to ultimately become CEO. Google within the past year also has added former L'Oreal Global CMO Marc Speichert and former Kellogg Co. digital executive Bob Arnold, who had led a push to increase programmatic digital buying there.
Ms. Eddleman, who was marketing director, North America brand at P&G, had been in the top media role there for the past four years, and prior to that had extensive experience in shopper marketing and branded entertainment.
Her move comes as P&G, trying to rekindle growth after treading around the middle of its peer group in organic sales growth last quarter, has increasingly looked to cut costs in its marketing ranks and media budget.
The North America Selling and Market Organization, led by Group President Melanie Healey, has seen more of its marketing duties shifted to brand organizations in P&G's global business units under the recent restructuring, though media planning and buying remain part of its charge.
Senior P&G executives increasingly have talked about the value of digital media in helping the company reduce media spending, having shifted in the just closed fiscal year to taking those savings to the bottom line to offset currency effects rather than redirecting them for use in the media budget.
Earlier this year, P&G's longtime top marketing procurement executive Kim Kraus also assumed responsibilities for global media as manager-purchases, global brand building and global business services. That came as Stewart Atkinson, to whom she reports and had previously overseen global media purchases, became VP-product supply-global purchases.