In a sign of the times Proctor & Gamble’s Chairman, CEO, A.G. Lafley announced that it is "reallocating investments from parts of the communication plan that aren't working as hard for us, to parts of the communication plan that are working harder," during a third-quarter earnings briefing with analysts. P&G is said to be switching more of its budget into internet and direct marketing, at the expense of television, though Lafley didn’t go into specifics, he did say that P&G is "getting real traction from marketing ROI and market-mix modeling work." He said P&G has three overall goals for its marketing dollars - improve brand equity, increase consumer trial, increase repeat use - and some of its businesses' ad and marketing spending could achieve greater efficiency. All fairly ominous words for most of the big ad agencies. Because in spite of their mad scramble to diversify into non-mainstream media activities, most major advertisers know they can get better results, more cost effectively, by dealing with independent specialists. 
I guess that means we can't look forward to any more great ads like this!
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