P&G to raise ad spend through innovation

Procter & Gamble is to increase its advertising spend through new products and innovation.

Procter and Gamble brands
Procter and Gamble brands

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%.

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