P&G, No. 1 again, aims to reinvent marketing

Neff, Jack; Sloan, Pat
September 1996
Advertising Age;09/30/96, Vol. 67 Issue 40, p1
Trade Publication
Tells that Procter & Gamble (P&G) is moving toward pay-for-performance for advertising agencies. Past talks but no enforcement of the issue; Comments from P&G executives; P&G's expansion of its Core Supplier Program; Data on money spent on research & development for 1995 and 1996; Desire to have more impact per dollar from measured-media spending.


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