P&G chairman and chief executive AG Lafley said the FMCG firm intended to keep overall spending at last year's levels, but added that it would be targeting customers in-store, as research showed this was where consumers were making purchase decisions.
Rival Unilever said it would not be cutting marketing spend either, but that it would be shifting money away from TV into online.
Other brands to have boosted their in-store activity include Sainsbury's, which plans to put its biggest spend to date behind sampling and in-store demonstrations.
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