Procter & Gamble

Marketing spend by year

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue. Years where the filing's revenue line isn't comparable are left out of the line.

What they told investors

“Germany Pantene is a great example of a brand team responding to media landscape shifts to transform brand building and accelerated growth.”Shailesh Jejurikar · 2026 Q4 · transcript

“And if you look at our media spend and advertising spend over the last 3 to 5 years, the only way we have gone is up.”management · 2026 Q4 · transcript

“Nothing matters more than putting the consumer first in everything we do.”Shailesh Jejurikar · 2026 Q4 · transcript

“I firmly believe we have a big opportunity to increase the effectiveness of our media spend.”Andre Schulten · 2026 Q4 · transcript

“We changed our brand building systems and processes and capabilities We changed the kind of innovation we were doing because we knew we were in a lower growth market that needed us to drive market growth.”Shailesh Jejurikar · 2026 Q4 · transcript

“To further accelerate scale and fund innovations, campaign ideas and executions, like the ones we just shared, we are creating our vision of the CPG company of the future.”Shailesh Jejurikar · 2026 Q4 · transcript

What the 10-K says about marketing

• investing in brand “We invest in research and development and consumer insights to invent new categories or products and innovate our existing products, ensuring they meet evolving consumer needs and preferences. We leverage marketing strategies including advertising, promotions and endorsements to…” 10-K, Aug 4, 2026

Say vs do

Walk the talk. In 193 statements from its leaders in interviews, 7 argued for investing in brand and 0 for cutting; the filed spend went up.

In the news

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Peers