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.