FT.com / Companies / Retail - P&G learns the lessons of the Facebook era

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P&G, the company with the highest global ad spend according to Advertising Age, was a relatively early adopter of Facebook as a promotional platform. Mr Pritchard remains enthusiastic about the site, which has almost 500m members.

“We are with Facebook in a big way,” he said: “We want to go wherever Facebook is going as well.”

P&G is two years into a three-year plan to increase its digital engagement, with the percentage of its budget spent online climbing into the double digits for the first time. Until recently, consumer goods companies have invested far less in online advertising than other industries, such as cars or financial services.

FT.com / Companies / Retail - P&G learns the lessons of the Facebook era