P&G puts marketing muscle behind bloggers

07/14/2008 | Advertising Age (tiered subscription model)

Procter & Gamble's Pampers brand has invited blogging mothers to its Ohio headquarters in an attempt to reach "the new influencers," as one company official called them. The baby-care brand hasn't paid much attention to bloggers, but recently it started to see their influence as no less than that of celebrities or the media, offering all-expenses-paid trips that have raised some eyebrows but no real complaints -- yet.

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