Procter & Gamble is planning to refocus global marketing budget on areas where the firm can achieve the greatest engagement with consumers.
As a result, the FMCG giant is planning to boost in-store and PR budgets, as well as digital marketing spend in key international markets.
P&G is a global leader in pharmaceuticals, cleaning supplies, personal care and pet supplies, with brands including Gillette, Head & Shoulders, Duracell and Pampers.
The firm's global marketing and brand building officer Marc Pritchard indicated his growing preference for PR at the Cannes Lions International Advertising and PR Festival last week.
He said: 'P&G focuses on building brands anywhere consumers engage with us. Stories are the most important part of the marketing mix and are what we think about first. But we will place a lot more emphasis on PR in the future, as it's one of the most authentic ways to engage with consumers.'
Pritchard was taking questions after a speech in which he called on marketers to discover why their brands are unique and focus their marketing efforts on communicating how individual products and services can improve people's lives.
He said: 'We are at an inflection point. If we continue with the old marketing techniques, we might only survive until the next economic downturn.
'However, if we focus on serving, touching and moving people, we will thrive.'
The firm's US-based brand building and stakeholder relations manager backed up Pritchard's comments on PR.
Tressie Long told PRWeek: 'One of the themes that several people talked about at Cannes is integration. And Marc definitely views PR as not only an important part of the brand building aspect, but as a great way to authentically engage with consumers and with people.'