P&G adjusts sampling strategy after admitting it was ‘too myopic’

Procter & Gamble (P&G) is adjusting its sampling strategy after taking a view that was “too myopic” on its return on investment (ROI) and comparing it to other advertising activity, which it admits “was a mistake”.
Speaking at the Consumer Analyst Group of New York conference today (23 February), the company’s chief financial officer Jon Moeller said the FMCG giant was “careful” to look at how sampling affects the business and its ROI. But