• Ad Age, Monday, April 12, 2010 10:43 AM

Nielsen's Bases unit found last year that in-store marketing beats TV as the leading medium to create awareness of new packaged goods in the U.S. and five other key developed markets. Because of the growing importance of in-store marketing, Procter & Gamble is incorporating design into its brand-building function under the group headed by Global Brand-Building Officer Marc Pritchard.

"We now are brand-building from the eyes of the consumer toward us," says P&G Global Design Officer Phil Duncan. "We've always believed the consumer should be boss, but we had an organization that was a little function-specific."

In a sidebar, Neff expands on several ways that P&G is using design to win customers at the shelf -- "the first moment of truth": 1. To create new franchises among brands; 2. To expand brands and business models; 3. To turn around brands; 4. To solve business problems.

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