P&G steps up interactive initiatives: P&G's spend on interactive marketing has tripled over the past year. (Interview: Shuvo Saha)

Marketing Week, April, 2003

Interest in interactive marketing is growing as consumers come to understand it better. E-valve talks to Procter & Gamble interactive marketing manager Shuvo Saha about his company's use of the medium as part of its overall marketing strategy.

E-volve: What exactly does your role involve?

Shuvo Saha: My role concentrates on ways to build a competitive edge for Procter & Gamble (P&G) through innovation in interactive media.

A big focus for the interactive marketing team is getting to know our consumers: understanding how they use interactive media, how this fits in with their lives and with their use of other media too.

We are fully integrated with the brand marketing teams--working closely with them to drive innovation. We seek out, pilot,...