P&G Marketing Chief and ANA Chairman to Give State of the Market Speech

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CINCINNATI (AdAge.com) -- Midway through his two-year stint as chairman of the Association of National Advertisers and in the midst of his reign as global marketing officer of ascendant and newly enlarged
Photo: Ross Van Pelt
Jim Stengel is the global marketing chief of P&G and the current chairman of the Association of National Advertisers.
package-goods juggernaut Procter & Gamble Co., Jim Stengel on Friday will give a progress report on both roles.

State of ANA
First, he’ll do some housekeeping as he reports on how the ANA is doing on his watch. Then, he’ll report on how P&G is cleaning up in its own space, package-goods, including sweeping up the only other company in its industry with similarly dominant performance in recent years -- Gillette.

Such heavyweights as Wal-Mart Stores and Microsoft in the past year have faced mounting questions about whether they can continue to dominate their space as they have in the past. P&G, marketing’s legacy 800-pound-gorilla, has emerged from its own crisis at the turn of the millennium to reach by mid-decade its steepest growth trajectory since Messrs. Procter and Gamble shifted their focus from candles to soap. That has even the likes of General Electric Chief Marketing Officer Beth Comstock turning to Mr. Stengel for advice.

State of P&G
Mr. Stengel is scheduled to recite P&G’s consumer-centric marketing philosophy and focus on three recent, very different examples of how it plays out around the world. He’ll recount case histories behind the Cannes Grand Prix-winning media effort for Biomat detergent in Israel; the media and branded-entertainment campaign by which Rejoice shampoo created a dance sensation in the Philippines; and the global marketing effort that turned the tide for once-struggling Pampers, transforming it within five years from a $4 billion brand to P&G’s first $6 billion brand.

He’ll also give an update on how P&G is integrating Gillette, where P&G is taking a far different approach from some past takeovers through a “fielding the best team” philosophy that includes keeping the Gillette organization and senior management largely intact.

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