P&G: Digital Marketing and Re-Branding Still a Leap of Faith

August 3, 2009 – Using the digital media for re-branding products is still “a matter of faith,” with no hard and fast rules, even for those who pioneered digital marketing in the country, like outgoing President and General Manager of consumer products giant, Procter and Gamble (P&G) Philippines James Lafferty.”I created the digital marketing department at P&G and I’m sold to digital marketing, but not totally,” he pointed out. The company has a digital strategy across all the brands. “The Philippines is an interesting digital market because of SMS. It’s the texting capital of the world, with cellphones registering deep penetration.”The Internet and Mobile Market Association of the Philippines…