Delivering on a promise to hire more talent from outside -- even in marketing -- Procter & Gamble Co. has hired a Mondelez executive as its new global media director.
Gerry D'Angelo, currently the top European media executive for Mondelez International, who also handles global partnerships with Google and Facebook, has been named to the newly created role of global media director at P&G.
He'll report to Doreen Bayliff, VP-worldwide brand operations, in the new role and oversee the world's biggest media budget. P&G spent $7.2 billion on advertising for the fiscal year ended June 30, up 0.8% and 11% of its $65.3 billion in global sales.
"We welcome Gerry D'Angelo to the P&G family in our quest to be out front in our brand-building media capabilities," said Global Brand Officer Marc Pritchard in a statement. "He is a highly experienced and effective media executive with a great track record."
"Throughout the company's history, P&G has been an advertising and media innovator," said Mr. D'Angelo in a statement. "I look forward to partnering with world-class marketing professionals and agency partners to harness data and technology into game-changing approaches for one of the world's most respected and well-known companies."
Mr. D'Angelo has been director of media, Europe, for Mondelez since 2009, adding the global digital media partnerships duties in December, according to his LinkedIn profile. Prior to that he was European media director for Samsung , head of marketing and customer insight for the BSkyB network and group media director at Samsung.
The ranks of seasoned P&G media executives have thinned in recent years, and the company hasn't had a similarly experienced global media executive since Bernhard Glock left his post as VP-global media and communications in 2009. Julie Eddleman, another longtime P&G media executive who previously oversaw North American media, left the company for Google in 2014.
In an address to the Consumer Analyst Group of New York in February, P&G Chairman-CEO David Taylor said the company would be looking to bring in more outside talent, which company representatives later said would include marketing.
Prior outside hires for the historically promote-from-within company have focused largely on technical areas and sales. But in 2014, P&G brought in former Merck executive Craig Buchholz as VP-global company communications, the highest-ranking PR role under Mr. Pritchard.