P&G TAPS MARKETING EXPERIENCE FOR NEW PROJECT
By Adnews Staff
Procter & Gamble, based in Cincinnati, OH, is attempting to draw on its 160 years of marketing experience in a new business venture that will provide that experience to other companies in software form. The consumer goods company will partner with Worldwide Magnifi of Los Gatos, CA, which provides global marketing infrastructure services to large companies. The new venture is temporarily using the name "Project EMM," which stands for Enterprise Marketing Management. EMM will provide companies with marketing "know-how", software applications and desktop tools for the building of brands. Initially targeting the top 2000 global marketers, EMM will eventually expand to offer its services to mid- and small-sized companies. P&G also plans to use EMM to build its own brands. The Coca-Cola Company, BBDO Worldwide and Philips Domestic Appliance and Personal Care division have also signed-up as customers of Project EMM. Senior level executives from P&G and Magnifi will lead the new company including Hunter Hastings, former CEO of Magnifi, who will serve as chairman and CEO, and Dan Maurer, former general manger of P&G's i-Ventures, who will serve as president and COO.