Ben Shepherd writes: Saw this in SAI and thought it was noteworthy.
“So far, about two-dozen staffers from the two companies have spent weeks dipping into each other’s staff training programs and sitting in on meetings where business plans get hammered out. The initiative has drawn little notice. Previously, neither company had granted this kind of access to outsiders.”
So yeah, it’s clear why Google is doing this (it is extremely hungry for revenues and there’s no better place to start than with developing closer ties with a giant like P&G) … however the motivations for P&G are really interesting.
Here is a brand that is giving more than lip service to digital. Yes, most large brands are using the medium but internally the focus paid to digital is minimal – especially in Australia – where it’s mainly companies agency partners that drive their digital exploits.
P&G say they’re trying to “open the eyes of their brand managers” – which is pretty admirable I think as I’ve dealt with Brand Managers who struggle with the digital space (generally through lack of time and lack of training – in that order).
What this should do is give P&G marketers a better idea of the medium and how it functions – could we see something like this locally? Personally from agency side, I think agency staffers could benefit from working at a publisher as well as Brand Managers working with a publisher to get an idea of what happens behind the scenes. What drives product, what drives business development, how users interact with products and what motivates their usage etc – all critical things for a marketer to understand.