07-Marketing Primer for IT Executives

Jim Stengel stepped down as chief marketing officer at Proctor and Gamble, the world’s largest consumer good firm and the world’s largest advertiser.

“Being global marketing officer at P&G is like being a manager without portfolio — lots of responsibility and not much authority.” Dave Hardie, Managing Director, Herbert Mines Associates, a management recruitment firm | Wall St. Journal 16 July 2008

“Under Mr. Stengel, P&G has gradually increased its spending on digital media around the world, such as … beinggirl.com social networking site. But the company has also responded to the decline of in TV audiences in the US with an increased focus on in-store marketing, and traditional newspaper inserts featuring money-off coupons … [His replacement, Marc Pritchard, formerly president of strategy, productivity, and growth in P&G] has worked alongside Mr. Stengel over the past two year to create “new brand franchise leaders” to oversee all aspects of marketing and development of new brands.” Jonathan Birchall, journalist | Financial Times 16 July 2008

“The thing we learned from ‘Toy Story’ is that we’re family guys who love going to movies more than anything else. We selfishly make movies for ourselves that happen to be juvenile enough that they cover the kids’ interests. We’ve learned to trust our own instincts about what we like and not rely on, or trust, what the outside world tells us is going to work.” Andrew Stanton, Director, Wall-E, Pixar | Wall St. Journal, 21 June 2008

“We ship lots of 3G phones already on Windows Mobile…We will outsell the iPhone. We will outsell the BlackBerry.” Robbie Bach, Microsoft Entertainment & Devices Division President | San Francisco Chronicle, 8 June 2008