Advertising Industry
Industry: Email Alert RSS FeedDrops agency: P&G rethinks online strategy; Marketer decentralizes interactive efforts, encourages individual brand strategies.(News)
Advertising Age, October, 2002 by Neff, Jack
Byline: JACK NEFF
Procter & Gamble Co. is dropping Grey Global Group's Beyond Interactive, New York, as interactive media-buying agency of record, effective next month, as it decentralizes marketing efforts in the discipline.
The move comes as one of P&G's top interactive-marketing executives, Doug Milne, director of its SmartWorks targeted-marketing unit, left last week for a new marketing post at Masterfoods USA. Mr. Milne won't be replaced, a P&G spokeswoman said. Instead, SmartWorks marketing specialists who reported to him will now work with Lisa Hillenbrand, who oversees other corporate-marketing functions.
The shifts signal that P&G, which once led the push to set the ground rules for interactive marketing by hosting the 1998 Future of...
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