P&G REDEFINES BRAND MANAGER FOR MDO DAYS: MARKET DEVELOPMENT ORGANIZATIONS POSE DIFFERENT CHALLENGES FOR EXECS.

Advertising Age, April, 1999 by Neff, Jack

Being a Procter & Gamble Co. brand manager doesn't necessarily mean managing a brand anymore, as the company now heads toward "market development organizations" to market P&G's portfolio of brands in new ways.

In July, dozens of P&G marketing directors and brand managers will be assigned to eight geographically organized MDOs under the Organization 2005 restructuring.

Among their duties will be working on "customer business" or sales teams, developing co-marketing programs with retailers, redesigning stores, forging partnerships with other marketers and even developing "a whole new creative approach to the Hispanic market," said Robert L. Wehling, P&G's senior marketing officer.

3 KEYS TO BRAND EQUITY

One role they won't have is...