P&G breaks advertising tradition in Asia with emotional pre-Olympics campaign

ASIA-PACIFIC - In the 100-day run-up to the London Olympic Games, a new Procter & Gamble (P&G) campaign is departing from the FMCG giant's usual product-centric approach for the region in a deliberate attempt to raise awareness of its corporate brand, Marc Pritchard, P&G's global marketing and brand building officer, told Campaign Asia-Pacific.