As Global Marketing Officer at the Procter & Gamble Company, Jim Stengel has seen the company evolve over the last twenty-four years. In this interview Stengel discusses some of P&G's marketing strategies, including how they have kept the Cover Girl brand fresh and how they have hired notable figures such as Tiger Woods to help promote Gillette. He also discusses how remaining consumer-centered has kept the values of the founders alive.
Noting P&G's global presence, Stengel highlights the importance of ensuring that the biggest brands in the biggest countries with the biggest retailers remain healthy. This allows new ideas and new brands to be introduced into the market. He also talks about the important role that the 5,500 P&G marketers and 138,000 other employees play in the brand's vitality. He indicates that the collaboration with retailers helps guide the business and grow brands within the twenty categories that P&G currently sells into. Stengel closes by describing how some of his favorite brands express their purpose and value to consumers.
Source
"KANA Interview with Jim Stengel." Radio Advertising Bureau. ANA Annual Conference, 10/12/07.