... the role of communications in brand building and social engagement.
The new division is in line with P&G's global strategic plan, announced in February, which aims to achieve efficiency savings of $1bn in marketing spend, part of the company's overall $10bn cost cutting strategy.
Global Brand Building Officer Pritchard explains his take on the art of marketing - often perceived “as traditional TV advertising, and maybe a little bit of promotion.
"Brand building is looking at the purpose of a brand. It’s about identifying how that brand can touch and improve lives with its benefits and how you can then take those benefits and express them at the store level, in public relations, in digital, TV and print. It’s how you create experiences for consumers that include services, information, education and entertainment, so you build that entire brand experience.”
The latest upheaval was prompted by the imminent retirement in June of global external relations officer Christopher Hassall. It affects the 1,200 strong ‘external relations’ division, although there will be no job losses as a result of the changes.
But a number of communications personnel working in regulatory and technical matters will be moved to P&G’s research and development function, and a number currently working on government affairs will transfer to the legal department.
According to a P&G statement: “These are the right changes at the right time to leverage our synergies with R&D, legal and the brand building organisation, to stay ahead of changes in the external communications environment, and to ensure we are organized and prepared to protect and build the reputation of P&G and our brands in the decade ahead and beyond.”