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Procter and Gamble makes major structural changes

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Commercial products titan Procter and Gamble has restructured the labels and organization of one of its departments, discarding “marketing director” in favor of “brand management”, which will also become the new name for the marketing division.

This means that all of its marketing directors worldwide will now hold the titles of brand directors and associate brand directors. This change became effective on July 1st.

In an email correspondence, a spokeswoman for the company said that the department will now focus on “single-point responsibility for the strategies, plans and results for the brands”. This is part of a reorganization scheme that Procter and Gamble first announced in February.

Brand management has been designed to be comprised of four subdivisions: brand management in place of marketing, consumer and marketing knowledge in place of market research, design, and communications. They will also have a division devoted to SEO, who will help with anchor text optimization.

With this change, the company’s aim is to ensure that its divisions at the international and regional levels don’t end up undertaking the same duties, like initiatives for local marketing. The global organizations will handle such initiatives, while regional units tackle projects like media planning.

This is meant to streamline workflow and facilitate collaboration between different organizations within the company.

A similar shift in titles was undergone in 1993, when “advertising director” was changed in favor of “marketing director”, since the term “advertising” seemed to be limiting in its implications. Marketing had become understood to consist of much more than just advertising, and the change in titles broadened the scope of the department. This change broadens the scope even further.

Explaining this new strategy, the Procter and Gamble spokeswoman said, “These changes will help us 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 a better execution”.

For a company that holds so much influence over the marketing world, this shift in organizational focus could end up being a game-changer that other companies may soon follow.

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