Procter & Gamble instituted Marketing Net (mNet) as a fast-growing online repository of marketing news and facts from around the world, according to company executives. P&G also utilizes VideoNet to link marketers with agencies, copy-testing services and post-production houses.
“In a company the size of P&G, with 3,500 marketing employees, there’s a challenge with the right hand knowing what the left hand is doing,” commented Joe Hensler, associate director, Marketing Xchange, P&G’s in-house unit that manages both mNet and VideoNet. P&G executives said that of the company's 3,500 marketing executives, 80% have used mNet in the past three months and 1,000 use it weekly. Fourteen thousand of the company's 102,000 employees are registered users.
VideoNet is integral to TV ad production for many of P&G’s brands and is currently utilized by 8,200 users, according to P&G research. VideoNet offers a cache of 25,000 ads from P&G, competitors and other marketers, including 15 years of ads for most of the company’s key brands.