Procter & Gamble has taken a step towards unifying its worldwide media communications strategy, with the appointment of Bernhard Glock to the newly created position of global media and communications manager.
Glock will work with P&G’s media agencies and suppliers to create stronger global brand identities, as well as creating and applying a set of global guidelines and policies for P&G’s media buying and planning, direct marketing, new media marketing and use of “alternative” media channels.
P&G has until now employed media agencies on a strictly regional basis, and a P&G spokeswoman says there is no suggestion that this appointment will lead to a global realignment.
Most of the company’s media buying and planning is through Publicis Groupe-owned Starcom MediaVest Group, with the remainder handled by Grey Global Group’s MediaCom.
In the UK, media buying is shared between the two groups, although P&G recently shifted its media planning out of Grey into Zenith Optimedia (MW April 10), also owned by Publicis.
Glock will continue to carry out his previous responsibilities as director of media and direct marketing for Europe and Asia, while all other regional media positions will remain unchanged. He will report to global marketing officer Jim Stengel and vice-chairman and president of global market development and business operations Kerry Clark.
Glock says: “I want to know our targets, the key messages our brands want to communicate, and to learn when consumers are most receptive to our messages. I want to learn from our people and agencies and reapply the lessons globally.”