Magazine article Marketing

Marketing Society Awards for Excellence: Marketer of the Year

Magazine article Marketing

Marketing Society Awards for Excellence: Marketer of the Year

Article excerpt


Procter & Gamble keeps going from strength to strength, streaking ahead of FMCG rival Unilever thanks in part to its acquisition of Gillette.

The home of such feminine favourites as Olay and Max Factor, P&G saw its roster of male products, such as the Mach 3 razor line, as well as its annual profits boosted by the Gillette deal, with sales rising to dollars 68bn (pounds 34.5bn) for 2006.

While the products and brands gain many of the plaudits, a large part of the company's ongoing success in the UK is down to its corporate marketing director, Roisin Donnelly, a worthy winner of the 2007 Marketer of the Year award, as voted by readers of Marketing.

One of the most savvy P&G initiatives was the recent Ariel 'Turn to 30' campaign, which plugged in to consumers' concern over environmental issues.

The campaign didn't describe a complex change in the molecular formulation of Ariel; it simply asked detergent buyers to wash their laundry at no higher than 30 degsC.

Because 80% of the energy used by a washing machine is spent on heating the water, avoiding the hottest programmes can reduce the amount of energy used by 40%, without lessening the cleaning effect.

P&G's stand on ethical marketing isn't confined to washing powder. Its nappies brand, Pampers, recently partnered with Unicef for an awareness campaign, which saw the company donate nearly 7.5m tetanus vaccines to the global charity.

Donnelly, a fervent Celtic supporter, has displayed equal loyalty to P&G, spending 20 years with the group. …

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