On July 1 of 2014, the world’s biggest advertiser officially killed marketing.
As part of a big reorganization at Proctor & Gamble (P&G), every marketing team was renamed “brand management” and hundreds of marketing directors shifted titles to become brand directors.
The change was deliberate, meant to describe the broader vision brand directors are meant to have over managing an entire customer experience instead of just promoting a product.
This may be a sign of things to come, because it turns out senior marketing leaders at the world’s largest brands have been actively questioning the role of marketing in organizations for some time…
