The move is part of the organization re-design P&G announced
in February, in which the marketing organization becomes "Brand
Management" with "single-point responsibility for the strategies,
plans and results for the brands," a P&G spokeswoman said in an
Eliminating marketing from the title and the organization
doesn't really mean marketing is a thing of the past, she said.
It's meant to signify the broader purview of marketing directors
and the organization they're part of now.
Brand Management at P&G now encompasses four functions --
including, of course, brand management (formerly known as
marketing), consumer and marketing knowledge (a.k.a. market
research), communications (known as public relations at some
companies and up until a couple of years ago as external relations
at P&G), and design (known as design pretty much everywhere,
except where it's called visual brand identity and such).
P&G's Brand Management organization will now be housed
entirely within its global business units rather than parts
residing in reconfigured regional units.
Chief Financial Officer Jon Moeller has pointed out in recent
presentations that this move doesn't mean everything will be run
from one place in the world. Much of the brand management
organization remains focused regionally, such as in North America.
Rather, the "single point" business is supposed to eliminate
overlapping responsibilities between the global and regional
organizations in such areas as shopper and local marketing
initiatives. Media planning and buying remains within the regional
"These changes will help us unify brand-building resources to
focus on delivering better brand and business results, clarify
roles and responsibilities to make faster decisions, and simplify
our structure to free up time for creativity and better execution,"
the P&G spokeswoman said.
It's also a big change, title-wise, in an industry that's gotten
used to marketing directors. P&G seems well out in front of the
rest of the marketing world -- or what used to be known as the
marketing world -- on this. A search on LinkedIn shows nearly
73,000 marketing directors and associate marketing directors,
including more than 100 P&Gers who haven't updated their info
yet, but only 1,350 brand directors or associate/assistant brand
The marketing director title has existed at P&G since 1993,
when the company did away with the more linguistically restrictive
"advertising manager" title in a world that clearly was moving
beyond advertising as the only way to build brands. Indeed, P&G
Global Brand Building Officer Marc Pritchard made that title
transition himself in 1993, becoming one of the company's first
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CORRECTION: An earlier
version of the story referred to P&G Chief Financial Officer
Jon Moeller as Chief Marketing Officer