32. Charlotte Otto
Over the years, many have asked why a marketing powerhouse like P&G hasn’t done more to build what is arguably its biggest, oldest brand: Procter & Gamble. This question has been debated for decades. The answer has changed over time, reflecting P&G’s remarkable ability to evolve while holding its core values constant...and the answer is still evolving.
Ed Artzt called the question after becoming Chief Executive in 1990 when he proclaimed, “P&G will stand visibly behind its brands.” The responsibility for bringing this challenge to life fell to Bob Wehling, P&G Senior Vice President of Public Affairs, and Charlotte Otto, who then led Public Relations. “Ed saw the importance of building the familiarity and reputation of the company ...
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