P&G to Cut 1,600 Jobs, Bank on Digital for Long-term Savings | Digital - Advertising Age.




Chairman-CEO Bob McDonald said he expects P&G's advertising costs to moderate as it moves more spending into digital media, where the sheer number of options and availability of largely free distribution drives down expenses. In the short term, however, heavy spending on the 2012 U.S. elections is likely to put upward pressure on P&G's TV costs, he said.


"In the digital space, with things like Facebook and Google and others, we find that return on investment of the advertising when properly designed, when the big idea is there, can be much more efficient," Mr. McDonald said. He cited the 1.8 billion in free impressions generated by the Old Spice campaign in recent years, adding "there are many other examples I can cite from all over the world."


P&G still expects to spend between 9% and 11% of sales on advertising in the long term and is stepping up spending this quarter and next behind its global Olympics sponsorship-related efforts, which he said the company expects to add $500 million in incremental revenues.


そりゃそうだよね。ちゃんとマーケティングやってたら、「伝統的メディア vs デジタルメディア」なんて二項対立自体が不毛だってわかるわけで。