P&G Chiefs pick favorite campaigns

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CEOs of the last two decades sum up P&G'smost lasting contributions to marketing and list their favorite P&G ads:

Durk Jager, current chairman-CEO:

"We've always believed creating brands was our way of creating value. Our belief in brands has impacted on our organization through the brand managment organization, and more importantly on the way we think about the business."

Favorite ad campaign (three-way tie):

Crest, "Look Mom, No Cavities."

Bounty, Rosie ads (which he belives re-invented product demonstration)

Folgers, "Best Part of Waking Up."

Former chairman-CEO John Pepper, 1995-99, current chairman of executive committee

"The most important thing we did was . . . the constant innovation and refocusing of brands to make them vital over decades, and giving brands the support that continually brings new consumers into the fold."

Favorite ad campaign: Folgers "Best Part of Waking Up"

Edwin L. Artzt, former chairman-CEO, 1989-95

"Our biggest influence was our history of continuous innovation in advertising, starting with a landmark decision to treat advertising as a source of competitive advantage."

Favorite ad campaign: Charmin "Mr. Whipple" ads.

John Smale, former chairman-CEO, 1981-1989

"P&G's single-most important contribution: Establishment of the brand managment system."

Favorite ad campaign: Crest's "Look Mom, No Cavities".

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