The FMCG firm, which owns Gillette, Pampers and Fairy, has confirmed that its current measurement set-up is under review “to ensure we capture the full, business-building value of earned media and its impact on the reputation of P&G and our brands.”
Paul Fox, director of corporate comms at P&G, says: “This was a mutual decision to review and we expect it will take several months to complete.”
It is thought P&G wants to look more closely at the return it gets from digital and social marketing and beyond the reach of its traditional marketing mix-measurement model.
A year ago, the company outlined a $10bn efficiency plan designed to cut costs from the business including $1bn in marketing costs driven by more efficient spending.
P&G, which last month reappointed former CEO AG Lafley into the top management role, is under pressure from investors to accelerate its rate of growth and improve sales and profit.