Consumer Packaged Goods giant Procter & Gamble is acting "smaller" by re-focusing its marketing around reaching consumers at the store level.

Consumer Packaged Goods giant Procter & Gamble (P&G) has long been considered a leader in brand marketing across its vast portfolio. In spite of being a corporate behemoth, they have championed a number of initiatives more oftentimes adopted by smaller, nimbler brands – such as allocating a more significant portion of their product launch ad budgets to digital media, or making social media a key platform. In spite of their size, one can argue that with their nimbler, calculated risk-taking- P&G’s brands oftentimes try to think and act “smaller”,  a key theme that attendees at this past Friday’s PSFK Conference in NYC may recall.

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