32. Charlotte Otto

Over the years, many have asked why a marketing powerhouse like P&G hasn’t done more to build what is arguably its biggest, oldest brand: Procter & Gamble. This question has been debated for decades. The answer has changed over time, reflecting P&G’s remarkable ability to evolve while holding its core values constant...and the answer is still evolving.

Ed Artzt called the question after becoming Chief Executive in 1990 when he proclaimed, “P&G will stand visibly behind its brands.” The responsibility for bringing this challenge to life fell to Bob Wehling, P&G Senior Vice President of Public Affairs, and Charlotte Otto, who then led Public Relations. “Ed saw the importance of building the familiarity and reputation of the company behind P&G brands,” Otto recalls. “He understood the business value from his years of P&G International experience. He also understood rising expectations for corporate responsibility, particularly in the United States and Europe. It was no longer acceptable for big corporations to hide under the desk and hope nobody noticed.”