Hasta La Creative!

Procter & Gamble Co. has returned to the top in The Hub magazine’s annual ranking of shopper-marketing organizations for the first time since 2009.

P&G had held the top spot for the first two years of the survey, but fell behind others the past three. The survey, designed by shopper-marketing consultant Chris Hoyt and administered by University of Tennessee marketing professor Dan Flint, has shopper-marketing agencies rate brand marketers and brand marketers joining retailers in rating agencies. Results of the 2013 survey will be reported in the May/June edition of the magazine.

P&G was never far from the top (having slid to No. 3 last year) and is seen as “the pioneers in shopper marketing,” said Hub founder Tim Manners. “I think there’s a sense that perhaps P&G took their eye off the ball for a little while, but they returned with greater focus. And that may explain why they’re back on top.”

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