Presentations

Leading Mass Disruption

Stan Joosten, Innovation Manager, Global eBusiness, The Procter & Gamble Company

Mass marketing is being disrupted, and P&G’s objective is to lead that disruption. Traditional mass media are continuing their steady decline, while digital media and ecommerce are increasingly dominating. This requires a reinvention of brand building - from wasteful mass marketing, to mass one-to-one brand building fueled by data and technology. This means for marketers to take control, get their ‘hands on keyboard’, and increasingly act as brand entrepreneurs. In this session Stan will provide a glimpse of the reinvention taking place at the world’s largest marketer.

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