P&G met à la porte 1600 employés et mise tout sur le digital

Pour diminuer ses coûts de pub et accroître son efficacité, P&G se concentre sur le digital (en conservant 9-11% du CA sur la pub). ça promet de belles campagnes (et de belles batailles entre agences).

“In the digital space, with things like Facebook and Google and others, we find that return on investment of the advertising when properly designed, when the big idea is there, can be much more efficient,” Mr. McDonald said. He cited the 1.8 billion in free impressions generated by the Old Spice campaign in recent years, adding “there are many other examples I can cite from all over the world.”