Processing Magazine

P&G, Google team up to swap jobs, trade knowledge

November 19, 2008

The world''s largest consumer products company and the online search leader are working together to learn more about each other and about targeting customers, according to the Associated Press. Procter & Gamble Co. said it has done job swaps with Google Inc., and Google employees have been at P&G''s Cincinnati headquarters helping with training. P&G spokeswoman Allison Yang said the company wants to reach more consumers who are increasingly online. The swaps began in January, with two Tide detergent brand managers visiting Google and a pair of Google officials coming to Cincinnati. P&G, the nation''s largest advertiser with a global advertising budget of nearly $9 billion, has been emphasizing value in marketing that says products such as Charmin toilet paper and Tide laundry detergent get more done with less than other brands. The company also has been expanding its online reach, including offering digital coupons. Yang said an early project with Google was drawing more attention to online video of Tide to Go''s "Talking Stain" commercial, which made its television debut during the Super Bowl. Pampers diapers managers and a digital marketing manager were next to participate, and some 15 P&G employees from different areas spent time with Google last month. She said P&G has shared information with Google visitors about its consumer research, planning and operations. A message for comment was left with Google, based in Mountain View, Calif. Analysts have predicted slower revenue growth for Google in the worsening economy, amid signs that Internet users are growing less likely to click on advertising links. P&G, meanwhile, has been battling U.S. household belt-tightening, but the company last month reported sales grew 9 percent in its fiscal first quarter.