Procter
and Gamble (Strategic play)
This article describes P&G's strategic move this year
to go from building brand sites straight off and in effect
just experimenting with the Internet as an interactive medium
to advocating the Internet's use as a communications channel.
The focus is on leveraging its abilities of allowing dialogue
from consumers to the company in order to learn more about
consumer behaviour before launching a fully fledged campaign.
[22 September 2002]
P&G
Web Launch to Target Teens
This article describes P&G's first visible effort to
prove their intention of moving marketing spend from mass
to interactive media - shifting from "mass marketing
to molecular marketing". This first initiative is a
website aimed at European teenagers in an effort to create
a virtual community, a new tactic being tried out by this
FMCG manufacturer. It has been recognised that people will
generally have no reason to go to, for example, a Clearasil
website, but make them part of a successful virtual community
and they will return many times over.
[15 September 2002]
Running
on the FAST Track
This article describes the immediate effects of the FAST
summit, which as well as creating some momentum within online
advertising and signalling the big brand advertisers' commitment
to the medium, seems to have served to create some amazing
credentials for those net companies that were invited to
attend.
More importantly, however, is the likely shift of advertising
spend to online media that the summit will cause, P&G
looking to allocate as much as 80% of its media budget to
interactive digital media (internet and digital TV) within
5 years. [8 September 2002]
P&G
Tries to Push Online Advertising
This article describes how P&G held the Fast summit
in order to shape the future of online advertising, much
as they did with TV advertising in the 1950s. However the
outcome at this stage has not been quite so dramatic. Though
the web is useful for selling or providing information,
there is not a lot it can do to get people to buy FMCG goods.
P&G's suggested solution came in the form of rich media
advertisements, enabling web ads to be more like TV. The
problem with this is the lack of available bandwidth needed
to make this a reality. So the next step?… wait and
keep on thinking of more ideas. [1 September 2002]
Acting
Up
This article describes how P&G's Fast Forward summit,
along with their online advertising spend ($3 million in
the second quarter of 1998) was seen as a signal of their
commitment to the medium. This was seen as a major turning
point by many, as it was long believed that once a major
packaged goods manufacturer showed a full endorsement of
online advertising it would be regarded as a viable medium
- who better to do this but the one that commands the world's
largest advertising budget! [25 August 2002]
Key
Advertisers Ally to Improve Marketing
This article describes how P&G and a group of advertising
agencies, top web site executives, and other consumer companies
came together to form a group called "Fast Forward".
Their aim is to overcome some of the current obstacles to
Internet marketing focusing on four main areas:
1. Consumer acceptance
2. Effective advertising and marketing models
3. Broadly accepted measurement standards for advertising
effectiveness
4. Easing the process of buying online advertising
[18 August 2002]
P&G
to Hold Marketer Confab
This article describes how P&G called a summit with
America's biggest spending advertisers to try and figure
out just what to do with the Internet and how to use it
effectively. The potential of the net is there, just within
everyone's reach, the problem is that no one is really sure
how to use it effectively and really make it work for FMCG
manufacturers. [11 August 2002]
Narrow
Scope: Few Sites Accept new P&G Ads
This article describes how P&G decided to aggressively
push the use of interstitials (pop-up ads) rather than banners
to give its brands a more prominent presence on-line.
In another example of how P&G push their weight around,
even on-line, it describes how these particular interstitials
are so large - both in terms of dimensions and file size,
and so intrusive that they often conceal the actual content
of the websites they are placed on. Many on-line publishers
and ad buyers therefore put up resistance towards the ads
but P&G still managed to get their ads on-line and can
continue to pursue their on-line strategy, changing the
rules as they please. [4 August 2002]
For
More About Tide, Click Here
This article describes P&G's unusual terms for banner
ad payment and the controversy it sparked among web publishers
such as Lycos and Excite. [28 July 2002]
P&G
Ventures into Internet Advertising
This article discusses P&G's first efforts to move onto
the Internet and the implications of this for internet advertising
in general. [21 July 2002]
