P&G Upskills Brand Builders
Across Four Continents
Consumer packaged goods powerhouse Procter & Gamble (P&G) wanted to build a more transparent and data-driven media supply chain — starting with its own marketers.
P&G needed digitally-savvy marketers who could run multi-channel campaigns and understand how media spend is purchased, evaluated, and optimized.
In partnership with GA, P&G created a talent pipeline from its existing employee base by offering individuals flexible, multi-format training programs through its Performance Marketing Academy.
“To help us learn in this startup-like ecosystem...we also invested heavily in capability training. We brought in General Assembly, a company that teaches practical technology skills like data analytics and SEO so that we could continue to learn and have the skills to be more hands-on.”