Proctor & Gamble Article Summary

Running Head : Procter and Gamble

Name

University

Subject

Date

In the interview of Strategy Business Reader Booz Allen Hamilton entitled "CMO Thought Leaders : The Rise of the Strategic Marketer , the Procter Gamble global marketing officer Jim Stengel talked about consumers , creativity and CMO tenure . Stengel strongly believes that the role of marketing in innovation is to partner with research and development , design and external agencies to become co-creators . He also mentioned that the company needs to have competitive edge in the industry which can be achieved through marketing

and deep consumer understanding centered to innovation . In addition , he emphasized that it is better to be involved at the beginning or upfront and co-creating and avoid catch up ' attitude in the end . The company should know what people want or what it can give them that they don 't know they want but can come to love . It is also equally important to understand the brand 's territory because if it doesn 't the innovation strategy has nothing to hang on to . The territory should be rightfully defined because the innovation stream can be really exhilarating . Moreover ,

G has an entire R D organization focused on fluid absorption , its speed , and effects skin health , among others .

G also began listening very closely to the consumers , who told them that Pampers meant much more to them than just containment and dryness . Pampers for them is much more about baby care but also knowing babies beyond diapers . Further , S B asked what advice he can pass on to a CMO who doesn 't have the network to support and reinforce the decisions of his or her department . Stengel replied that if he /she can , make a deal with his /her CEO , then say "If you 're going to hire me , leave me alone for 90 days and I will come back to you . And if you don 't like the agenda I have and what I think we can do for this company , then I 'll renege the contract

PAGE

PAGE 2

Procter and Gamble...