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Feb 2, 2012
P&G's digital plan is possible, but not easy and not cheap
Procter & Gamble (P&G) chief executive Robert McDonald's statement that the FMCG giant would look to moderate its US$9.3 billion ad budget by leveraging the cost efficiency of social media has drawn criticism. However, digital experts say that while it won't be a cheap or easy move, the company should certainly be able to increase its engagement digitally without having to increase its budget.
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