Word: procter
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...Procter & Gamble, a pioneer in the field, has been taking control of word of mouth for six years through its Tremor division, which has enlisted 225,000 teenagers to tell their friends about brands like Herbal Essences and Old Spice. Last year, figuring the strategy could be just as effective with adults, P&G signed up 500,000 volunteers, all mothers, for Vocalpoint, a program in which the moms evangelize about pet food, paper towels and hair color. P&G gives the women marketing materials and coupons, but they are free to say whatever they like (or nothing...
...celebrates them and calls its new line Pro Age. For the Anglo-Dutch consumer giant Unilever, Dove's $52 billion parent company, the stakes are high: total sales in 2006 grew just 4%. Indeed, since 2004, Unilever's sales growth has been in the single digits, while key competitor Procter & Gamble, which owns rival beauty powerhouse Olay, is growing twice as fast and enjoying healthier profit margins (22% in 2006). Dove needs a hit, but in a global culture obsessed with looking younger, will the older-is-O.K. approach catch...
...game's global turnover. But with India and Pakistan out of the Cup, audience size is expected to plummet. Advertisers are already demanding rebates on air time purchased on the assumption India would make it to the next round. "It is a crisis," Bharat Patel, chairman of multinational Procter and Gamble told the Times of India. "It's a house on fire situation. If the channel wants to consider a long-term customer relationship they have to concede. They have to give their customers better value...
...Overcoming training and experience to try something new takes courage. "I don't know if it's courage or stupidity or what," says Janet Reid, 52. The daughter of educators, Reid expected to be one, too, and followed her love of chemistry to a Ph.D. from Howard University. But Procter & Gamble began to pursue her, and after 18 months, she gave in. Under then ceo John Pepper's mentorship, Reid hopped within the consumer-products giant, rising ever higher in title. But after 10 years, she broke off and started Global Lead Management Consulting. She likens her decision to leave...
...last seminar is in midtown at Ketchum, a global public relations agency. Ann Marie Sabath, the founder of At Ease Inc., a business-etiquette firm in New York City and Cincinnati, Ohio, that advises such corporations as Procter & Gamble and American Express, is the lunchtime speaker...