The move comes as it targets further growth in the UK, according to reports.
Irwin Lee, vice-president and general manager of P&G for the UK and Ireland, reportedly told The Telegraph that the FMCG company’s UK advertising budget will rise more than the company’s expected sales growth rate this year.
A spokesman for P&G, which owns the Gillette, Fairy liquid and Pringles brands, says that the company is “looking at different ways to approach TV advertising and new kinds of advertorials” and develop a strategy that means its brands get “more for more”.
P&G says it will “focus on innovating the way we spend on advertising and relationships with media agencies” adding that while there will be a focus on digital media the FMCG company “still needs to be present and effective” in traditional media as well.
In a campaign set to launch next month for Pampers Dry Max, which P&G claims is the world’s thinnest disposable nappy, the company is set to increase ad spend by double-digit percentage.
Last month the COI overtook P&G as the UK’s biggest advertising spender, according to Nielsen figures. The government body increased its spend by 13% and the FMCG company cut its spend by 13%.