Hassall shaped P&G's future comms in three-year tenure

Procter & Gamble has been in the news a lot lately with changes to its internal structure and business development strategies.

Procter & Gamble has been in the news a lot lately with changes to its internal structure and business development strategies.

On Wednesday, the company said P&G communications leader Chris Hassall will retire June 30. Hassall told PRWeek that when he took on the role of global external relations officer three years ago, his main goal was to “determine the design and capability needed for the future” of the company.

In the first year, he said he assessed the landscape of P&G and its external benchmarking, and the next year he focused on the company's business leadership. Most recently, Hassall said he buckled down on what P&G needs to do to be successful down the road, which led to the company merging its communications disciplines under one platform.  

“I have achieved what my objective is, which is to shape the path of the future,” said Hassall.  

Under the new structure, P&G's core communications department will include brand PR, corporate communications, and consumer relations. Government relations will consolidate with legal and regulatory, and technical organizations will merge with the R&D function.

P&G's global marketing and brand building officer Marc Pritchard will lead the new communications function.

In addition to announcing the comms department changes, P&G CFO Jon Moeller told the press yesterday that the company will shift its spending from emerging markets to developed markets such as North America and China.

While the company plans to refocus its spending, it does not intend on pulling out of any country it operates in.

With the new communications function, which will also build up P&G's crisis prevention and management capabilities, the company may be able to be even more transparent and engaging with consumers than it has been in the past. So far, the CPG behemoth has been very open with the media about its changes, getting the new comms unit ready for a strong start.

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