宝洁将“营销”职位从公司组织中撤除,将更聚焦品牌

标签:品牌策略

访客:16470  发表于:2014-07-04 11:52:20

宝洁,这个全球最大的广告主,将“营销”职位从公司组织中撤除,以更好地聚焦在品牌上。

从2014年7月1日起,营销总监将转型为品牌总监,而营销部门被重新命名为“品牌管理”部门;这么做是为了令品牌在战略,计划,结果上的职责更加明确; 通过简化部门结构,提升决策效率,从而投入更多的在创意和执行上。然而,职位的撤除,并不代表职能的消失。

新的品牌管理分支将负责四大领域的业务:Brand Management (前身: Marketing); Consumer and Marketing Knowledge (前身 Market Research); Communications (or PR/external Relations); 以及 Design。

原文信息来自:Warc

Procter & Gamble, the FCMG giant and the world's biggest spender on advertising, has removed the word marketing from job titles and organisations in order to focus on brands.

Thus, as of yesterday, July 1st, marketing directors have become brand directors while the marketing division has been renamed 'Brand Management' in a move designed to create "single-point responsibility for the strategies, plans and results for the brands" according to a company spokeswoman.

The change is intended to "unify brand-building resources to focus on delivering better brand and business results, clarify roles and responsibilities to make faster decisions, and simplify our structure to free up time for creativity and better execution," she added.

Removing the word marketing from titles does not, of course, remove it as a function. The Brand Management division will now cover four areas, Advertising Age Reported: brand management (previously marketing); consumer and marketing knowledge (previously market research); communications (or PR/external relations); and design.

The restructuring was first signalled back in February when chief executive A.G. Lafley told an investment conference the company had moved away from a successful brand management system that kept teams together in favour of one that rotated managers to different parts of the business.

"We were enamoured with the General Electric and P&G development assumption that general management is fungible and functional management gets developed by moving around every two or three years," he said then.

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