P&G signals the end of 'marketing' with major restructure

Procter & Gamble has signalled a major change to its business structure as it abolishes the term "marketing director" and renames the marketing organisation as "brand management".

Procter & Gamble: 'thank you mum' campaign
Procter & Gamble: 'thank you mum' campaign

The changes are effective today and will mean the company’s marketing directors become brand directors and associate brand directors across its global network. P&G’s marketing division will now be known as brand management.

Roisin Donnelly, P&G's corporate marketing director for the UK and Ireland, has now been named the brand director for Northern Europe. 

The change intends to "unify brand-building resources to focus on delivering better brand and business results, clarify roles and responsibilities to make faster decisions, and simplify our structure to free up time for creativity and better execution," P&G said in a statement.

Brand management as a division will now consist of four areas – marketing, now renamed as brand management; market research, now named consumer and marketing knowledge; communications, and design.

This follows P&G’s announcement in February that it would be restructuring its marketing organisation. The brand management function will be moved from its regional silos to be run out of the company’s global business units of beauty, health and grooming, family care and home care.

P&G said the move would create "single-point responsibility for the strategies, plans and results for the brands".

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).