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Procter To Boost Ad Spend

Ad Age, Wednesday, May 2, 2007 11 AM

Procter & Gamble, already the nation's largest advertiser, will keep spending heavily on marketing for the year starting July 1. "For fiscal-year 2008, the priority for the company is to sustain strong sales growth," says Chief Financial Officer Clayton Daley. "As such, we plan to invest in our leading brand equities. We plan to launch a strong initiative program."

But while P&G may to spend more aggressively in its next fiscal year, it seems to be pulling back on measured media these days, shifting toward the Internet and other outlets. "If you step back and look at our [marketing] mix across most of the major brands, it's clearly shifting, and it's shifting from measured media to in-store, to the Internet and to trial activity," says CEO A.G. Lafley.

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