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Procter & Gamble Plans To Reduce Number Of Brand Endorsers

September 5, 2014: 12:00 AM EST
Procter & Gamble plans to reduce the number of its brand ambassadors, as part of the consumer goods company’s efforts to simplify its advertising, reduce costs, and “improve marketing efficiency,” according to chief financial officer Jon Moeller. Speaking at the Barclays Back to School conference, Moeller cited Head & Shoulders as an example, with the brand to have 50 percent fewer endorsers. Other ways to reduce marketing costs being considered by the company include the use of shorter TV commercials. Consumer research by the company revealed a 15-second ad was “more effective with higher overall recall” than a longer commercial.
Sarah Vizard, "P&G to ditch brand ambassadors in cost-cutting drive", Marketing Week, September 05, 2014, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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