The Procter & Gamble (P&G) headquarters in downtown Cincinnati is known locally as the Two Towers. Years ago, Suzanne Watson thrived in a similar environment that was bound by inelastic rules, but rewarded improvisation and quick thinking: the basketball court. Watson was an "Orange Woman," a guard on the NCAA Division I women's basketball team at Syracuse University. Now she applies those qualities to one of the highest profile jobs in marketing -- managing P&G's Tide brand. As associate marketing director, she's responsible for everything from marketing and research to focus groups and finance. And with Tide in general, she says, the driving force of the marketing message must continue to center on making a difference -- palpable, financial -- in people's lives. Watson's attempt is the "Loads of Hope" program, a vision that's been honed into a much-anticipated 30-second commercial spot by Saatchi & Saatchi.
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