By Gideon Spanier
Procter & Gamble increased its annual advertising expense by 12% to $8.2bn (£6bn) in the year to June 2021, in defiance of the pandemic and in a sign that the world’s biggest consumer packaged goods advertiser has rediscovered the importance of investing in its brands.
P&G’s ad expense over two years has risen 21% from $6.75bn, the annual report showed.
The company had a four-year streak between 2016 and 2019 when it slashed spend and agency compensation in consecutive years until it hiked spend by $575m or 8.5% to $7.33bn in the 12 months to June 2020.
The company’s 12% annual increase, worth about $850m, in adspend this year was ahead of organic sal
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