Bob McDonald, president, chairman and CEO of Procter & Gamble, has an ambitious goal for the CPG company: he wants to deeply penetrate every market on the globe. "There’s no question that 30 years from now, when people look back at this moment in time they are going to ask, 'Did the [P&G] leadership team properly move the center of gravity of the company more toward Asia and Africa where the babies are being born, or in this country to the Hispanic population, or in the Middle East to the Islamic population?" he told Woman’s Wear Daily.

He hopes the answer will be yes - and in addition, have it noted that the company also successfully got American consumers to spend more on P&G products. To that end the company is stepping up its ad budget, raising global spending 8%, or more than $700 million, to $9.3 billion, for the fiscal year. That is an all-time record both in absolute terms and as a share of sales for the company, Ad Age reports.

CPG Spend on Online Ads is Surging

It is also illustrative of which companies are spending on advertising - particular online ads - now. According to eMarketer statistics, spending in the U.S. online ad market will increase 20.2% this year to $31.1 billion — driven in part by growth among consumer packaged goods companies. The CPG industry will spend $640 million more to advertise online this year than last year, eMarketer says, with this number increasing by 14% to 29% each year through 2015.