Hard times make
strange bedfellows

Online search/ad giant Google and home product conglomerate Procter & Gamble have arranged an employee swap to learn more about how each communicates with customers.

From January 2008, select executives for P&G's Tide brand did time at the Googleplex in California, while Google employees assisted with training at its Cincinnati headquarters, P&G reported.

The latter wishes to better address customers that use the internet more. In exchange, it has been liberal about sharing consumer research, planning and operations intelligence with the search giant, which this year cut back on a number of employee perks — raising day care rates and reducing free meals, for example.

Since the Tide swap, brand managers for Pampers and a digital marketing manager have also been sent West. And last month, about 15 P&G employees from other divisions "spent time" with Googlers, reports the International Harold Tribune.

"This is all about learning," stated spokeswoman Allison Yang on behalf of P&G. "It's about putting consumers in connection with our products in the right spots."

P&G is among the largest advertisers in the United States, boasting a budget of nearly $9 billion. Its forays into the 'net space have included offering digital coupons to recession-chilled consumers.