BATAVIA, Ohio (AdAge.com) -- Procter & Gamble Co. Global Marketing Officer Marc Pritchard is getting a new title and expanded duties as the world's biggest ad spender integrates all brand-building functions at the corporate level, including design and public relations. He will retain his title of global marketing officer but add the new moniker of global brand-building officer.
As part of the move, Global Design Officer Phil Duncan, who had reported to Chairman-CEO A.G. Lafley, will report to Mr. Pritchard. Global External Relations Officer Charlotte Otto also will report to Mr. Pritchard in her role overseeing PR efforts for P&G's many brands, though she'll continue to report to Chief Operating Officer Bob McDonald in her corporate-PR role.
Mr. Pritchard will also continue to report to Mr. McDonald. And Joan Lewis, who heads consumer and market knowledge (market research) will continue to report to Mr. Pritchard.
"This is all about taking our brand building to the next level, and really working more seamlessly together so we can reach more consumers around the world with our brands," Mr. Pritchard said in an interview. "It really helps us integrate the work and capabilities of these four strong brand-building functions. ... They were strong individually and even stronger together."
Changes only at corporate level
The moves, effective July 1, affect the structure of P&G's global corporate leaders in all marketing-related functions, but they don't directly affect structure or operations in the global or regional units of P&G's brands and businesses. They do, however, reflect the same principle as in the "brand franchise leader" model P&G has adopted for brands representing more than half its global sales. In that model, oversight of all brand-building functions falls under a single global executive, Mr. Pritchard said.
"This will also help us accelerate our progress on brand-franchise leadership," he said. "We already do integrated brand building with [global] brand-franchise leaders. We already have integrated brand operations at the local level."
Mr. Pritchard said the move also dovetails with the "brand agency leader" model P&G has adopted for marketing-services agencies representing about a third of its global sales, in which a single agency and agency executive become responsible, much like a general contractor, for managing and choosing shops to handle all or most marketing-related functions.