The change, effective from 1 July, is aimed at “unifying P&G’s brand building resources” according to a spokesman. The aim is to focus P&G’s marketers on delivering better brand and business results, to clarify roles and responsibilities so execs can make faster decisions and simplify structures to free up time for creativity and better execution, he adds.

The move is part of a wider reorganisation at P&G to return to brand management as it looks to increase innovation and improve marketing productivity and effectiveness. That change saw the marketing department renamed brand management and take over responsibility for strategy, plans and results for brands across disciplines including consumer and marketing knowledge, communications and design, as well as marketing.

The reorganisation saw marketers shifted from P&G’s regional businesses to its four global business units – beauty, health and grooming, family care and home care.

Speaking earlier this year, chief executive A.G. Lafley said P&G would now have “one integrated brand management organisation” with “single-point responsibility for strategy, planning and in-market results”.

P&G has had marketing directors since 1993, when it made the switch from advertising managers in a bid to show building brands was more than just ads. Marc Pritchard, currently global brand building officer, was one of the first to make the transition.