Proctor & Gamble, budgets and maintaining ROI.

In a down economy, strong marketers reap benefits. According to adage, the mega-budgets of Proctor & Gamble won’t get cut. With a cumulative $8.7 billion in global ad spending, P&G has long enjoyed good media relationships, new opportunities and strong media alliances. Considering that financial power is a position that can’t be dislodged,  it’ll be interesting to watch the smaller marketers in P&G’s categories as they’ll likely be the ones cutting their budgets while they try to make more intelligent media moves. Increased commodity prices and lagging organic growth are affecting P&G, just as commodity prices are affecting smaller manufacturers’ entrance into the marketplace as well as their ability to sustain their own profit margins.