The appointments follow the Oct. 1 retirement of Rich Wilson, 49, a 24-year veteran of P&G and former VP-media, North America. In addition to heading North American media, Mr. Wilson was also P&G's most senior global media executive. He could not be reached for comment. Mr. Stengel also was traveling overseas and could not be reached for comment.
Bernard Glock now becomes P&G's top global media executive, overseeing a $3.2 billion media budget, and heading what a spokeswoman called the "global media community of practice." Mr. Glock, based in Europe, also retains his current duties as director-media and direct-to-consumer capabilities for Europe and the Middle East and director-media for Asia.
At the same time, Greg Ross, formerly director-media, Latin America, was named director-media and marketing for Procter & Gamble Co.'s North American Market Development Organization. Besides becoming P&G's top media executive in North America, he will oversee overall marketing for the MDO, which handles multi-brand, trade and local marketing efforts.
PERSON, NOT POSITION
Neither has been named VP-the first time in at least a decade P&G hasn't had a VP-level executive heading its media department. "The title of vice president is a function of the person, not the position," a spokeswoman said, noting that appointment of director-level executives to the post only reflected their rank within the company rather than any change in the importance of the media duties.
One executive close to the company termed the moves "a reshuffling of old friends rather than adding anyone new." Several senior P&G executives have taken the company up on generous buyout packages offered earlier this year as part of its restructuring, and their duties have been assumed by more junior executives in some cases.
But P&G's move to reassign responsibilities between the two excutives left some company-watchers confused. "I'm not sure who's doing what to whom here," said a media executive who has worked with P&G and requested anonymity. "It's not like [Mr. Glock or Mr. Ross] is working for the other. ... This is a complicated company right now, in terms of these [global business units] and MDOs."
Mr. Glock's elevation to head the global media effort takes on added significance given his experience overseeing not only media but also consumer-direct marketing in Europe, where executives inside and outside P&G said the company has been more advanced in developing consumer-direct efforts than anywhere else.
Mr. Stengel, who became P&G's chief marketing officer in August, has also had stints in Europe in the late 1990s and headed strategy and marketing for P&G's Pampers brand, among the company's biggest users of such consumer-direct vehicles as e-mail newsletters and loyalty clubs in the U.S. and globally.