In Focus | Global Brand Leadership & Operations

Many businesses were hit hard by COVID-19, and Proctor & Gamble was no exception. But while places like bars and restaurants were forced to deal with a sudden loss of customers, the global housewares company had a different challenge: How to keep serving the public with efficiency and integrity when demand for its household cleaning products were suddenly soaring. Here, Alex Betancourt Buzás, the company’s Vice President for Brand Operations, Communications, and Capabilities for Latin America, talks with Veronica Villanueva and Angelica Rodriguez, students in the Master’s in Integrated Marketing Communications program, about marketing, branding, and serving the public during a pandemic. “We don’t know how it’s going to end,” he said, “but we’re committed to being a part of the solution.”

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