Procter & Gamble is known for being the guardian of dozens of high-profile beauty, health, and household products, but during this year's Vancouver Winter Olympics the company chose to focus part of its marketing on overall corporate image.
This strategy extended work the consumer products giant has been doing for several years, integrating marketing more with corporate communications and brand PR.
Marc Pritchard, global marketing and brand building officer at P&G, explains: "Consumers are engaging with a range ...