Ted Woehrle Previously Headed Teen Marketing Program

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. has created a new marketing position for North America and named the executive who lead the package-goods giant's teen marketing efforts to fill it.

Ted Woehrle today was named vice president of marketing for North America and starts at that role effective July 1, a spokeswoman said. He will report both to Global Marketing Officer Jim Stengel and Rob Steele, group president for North America.

Mr. Woehrle, 43, will oversee marketing purchasing across the North American region at a time when P&G is nearing decisions and implementation on its U.S. communications planning review and a review to create a one-stop promotion shop in the U.S.

Greg Ross, director of U.S. media and marketing, will report to Mr. Woehrle.

Mr. Woehrle previously led P&G's buzz marketing program for teens, called Tremor. Tremor has a database of 280,000-strong group of teens, representing 1% of the U.S. teen population, screened to include those with the biggest instant-messaging and e-mail lists and a penchant for spreading product news. Tremor gets 80% of its business for viral marketing programs from marketers outside of P&G. P&G plans to launch a similar program targeting moms ages 30-49 early next year.

Steve Knox, the customer business development director for Tremor who had been the unit's No. 2 executive, will take over running it and the women's program and report directly to Mr. Stengel.

The P&G spokeswoman called Mr. Woehrle's appointment "part of our focus on expanding organizational training across the marketing practice in within the North America region."

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