NewMediaZero: P&G brings interactive into the fold via company reshuffle

In what might be a sign of real structural change in Proctor & Gamble's approach to online marketing - which, to date, has been to talk much about it and conduct very small experiments - the consumer products giant seems to be changing, if not dismantling, its U.K. interactive-only division. One report predicted that this would precede a general devolvement of the responsibilities to the normal brand marketing groups, adding interactive to the mix across the board.