P&G unveils vGrow programme in SG and MY to drive innovative solutions

Manufacturer and distributor of consumer products Procter & Gamble (P&G) has launched a vGrow programme for the first time in Singapore and Malaysia to help accelerate innovation by leveraging the collaborative startup ecosystem with an "All in to WIN" mindset. Through the vGROW programme, P&G is providing a "level playing field" to startups, new players and established business to get their best ideas and innovative solutions in for P&G business need, according to the release. 

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This comes as the programme emphasises P&G's mission, a "Force for Growth" and "Force for Good", aiming to drive innovative solutions across multiple stages of its operations. It also aligns with the company's commitment to innovating superior products for its consumers and being a good corporate citizen through a wide range of programs, including environmental sustainability, ethics and responsibility, equality and inclusion, and community impact. 

The kickoff event of the launch gathered external partners across multiple fields from Malaysia and Singapore and followed by pitch sessions. Building on the momentum from the kickoff, P&G will launch the next two phases of vGrow in the coming months.

"At P&G, we motivate our innovations by driving programmes that focus on supporting our business partners and leveraging their new ideas. The vGrow programme is a platform built for startups, new players and established business to share their business ideas, jointly identifying ways to develop alongside P&G," said Agraj Sharma, senior vice president - general manager, P&G Malaysia, Singapore, and Vietnam.

Sharma also believed that through vGrow, participants across Singapore and Malaysia will be provided a breeding ground to thrive further in the future.

Currently, P&G is one of the manufacturers and distributors of consumer products such as Pantene, Head & Shoulders, Rejoice, Downy, Gillette, Oral B, amongst others. 

MARKETING-INTERACTIVE has reached out for more information. 

Last October, P&G appointed Starcom to manage media planning and buying duties for TV and digital in Singapore and Malaysia for three years. MARKETING-INTERACTIVE understands that the agency will oversee 17 brands except SK-II, which remains with incumbent MediaCom. The appointment is understood to be effective 1 December 2022 and the RFI and RFP process lasted 12 months. It is also understood that the account returns to Starcom after 11 years.

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