P&G refocuses marketing to boost in-store experience

04/12/2010 | Advertising Age (tiered subscription model)

Procter & Gamble, under its "store back" philosophy, is reworking its marketing program, to make in-store the starting point of the consumer experience and to have its lead creative shops play a major supervisory role in the design of store marketing. "We now are brand-building from the eyes of the consumer toward us," said Phil Duncan, P&G global design officer.

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