P&G under Jim Stengel
CaseBrand Strategy
Reflecting on the period when he turned P&G's conservative FMCG marketing into globally lauded campaigns, former CMO Jim Stengel said: "We doubled our size. We went from about $43 billion to about $83 billion in basically seven years. Our margins went up ten points. We went from nine billion dollar brands to 25. And our earning per share went up four-fold."
Source
Creativity Matters 2016 - The Business Case for Creative Bravery, Cannes Lions white paper (2016)
Cannes Lions International Festival of Creativity
p7, Jim Stengel, former P&G CMO
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