JUDY BEAUDRY, PROCTER & GAMBLE CO.

Learning P&G's Media Labyrinth a Snap

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Judy Beaudry's former boss at Procter & Gamble Co. says her strongest suit is "she is absolutely brilliant."

Ms. Beaudry entered P&G's media department in 1985 as an assistant on spot and syndicated TV. Since then she's worked in nearly every facet of media at P&G.

That broadening experience, as it is called in P&G speak, should serve her well in her most recent assignment, as associate director of media for P&G's Media Knowledge Group.

Though the title's arcane, the job is seen by insiders as critical to the success of P&G's recent media planning and buying consolidation and the resulting reorganization of the media department.

In a memo to P&G agencies and employees last year, Daryl Simm, P&G's VP-media and programming, said that with respect to the consolidations, "the next six to nine months are critical to delivering results. P&G is committed to improve media value by more than $50 million with the end result an increased overall media value without spending more."

Key to success
He went on to say the P&G unit will be key to the success of the transition, as its function is creation and dissemination of media knowledge.

Ms. Beaudry, 37, is actually credited by insiders with the idea for the print consolidation, which began as a test in 1994-95. Fully challenged for the moment -- she's also expecting baby No. 2 -- Ms. Beaudry says in the future she would like to be involved in the integration of media at P&G.

"There are silos -- among them media, public relations, promotions -- but if you cut across the silos, break down the walls a bit for a flatter structure, is there something to be gained?" she asks.

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