Total Brand Supremacy Only Acceptable Answer In Cinci

Stuart Elliot writing in NY Times: Madison Avenue is responding to the planned acquisition of Gillette by Procter & Gamble with a mix of anxiety and eagerness.
There is anxiety because the deal will turn Procter, the world’s largest advertiser, into the biggest marketer of consumer products, with total sales at $60 billion a year, overtaking its longtime rival, Unilever. Procter’s growing clout is being regarded warily because the company has long been known as a tough customer that demands the best – and more – from its many advertising, media and promotional agencies.
“Procter wants to win in every category it’s in,” a senior executive at an agency said Friday, speaking on the condition of anonymity because Procter dislikes outsiders talking about its business to reporters. “It never enters a category just to compete.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.