P&G's annual worldwide marketing budget is an eye-popping £5.9 billion, and it's reportedly spending about 1% of that budget on sponsorship and marketing related to the London games. Positioning itself as the 'proud sponsor of mums', the company is offering free Olympics tickets and posting videos about the athletes and their mothers. Pop-up events, advertising and many other marketing efforts are in the works.
Why put P&G in the spotlight after decades of making brands the stars? Marc Pritchard, global marketing boss, explains that consumers want to know a lot more about who they're buying from and what that company stands for:
The reason it has become more acute recently is the transparency that has come with digital technology. People want to know who is the company behind the brands. What are the values? Are they interested in more than making money? What is its purpose?
