• Ad Age, Wednesday, March 31, 2010 10:42 AM

If Procter & Gamble continues to do what it has done to succeed in the past, it will not succeed in the future. That comes from no less an authority than president/CEO Bob McDonald in a video interview prior to P&G becoming the first corporate inductee to the American Advertising Federation Hall of Fame. That's why P&G is always looking to lead change within the industry, McDonald says.

The next big thing? No real surprise there: Digital. "The end-point of marketing, or at least on the journey of marketing," McDonald says, "is a one-on-one relationship with any consumer." In the end, he'd like to be able to customize offerings for every one of the world's seven billion consumers, he says.

P&G group president-North America Melanie Healey amplifies that message by pointing out the emerging influence of social networks, not only among the young but also with their parents. "We're having some great successes across Facebook, across Google, across several other areas," she says. Global brand-building officer Marc Pritchard was also interviewed.

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