Thom Lachman started at Procter & Gamble Co. as a chemical engineer, but his job these days is convincing consumers how well Pur water filtration systems remove chemicals.
As marketing director for Pur, acquired by P&G last October from Recovery Engineering, Mr. Lachman, 37, also helped make the marketing chemistry work in a reaction of unprecedented speed for P&G.
Within two months, Pur had a new agency, Saatchi & Saatchi, San Francisco, and new positioning. New TV spots pointed consumers toward a revamped Web site (purwater.com). Similar moves following acquisitions of Millstone coffee and Tampax feminine products in the 1990s took P&G more than a year. …
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