P&G is a global consumer goods leader with more than a dozen billion-dollar brands and the largest financial commitment to marketing. In 2010, P&G had an $8.68 billion advertising budget, $78.94 billion in sales, and $12.74 billion in net sales. P&G focuses on building customer relationships, constant innovation, and a customer-centric marketing approach to satisfy customers in a way that wins over competition. The company reconsiders its advertising strategies to better meet global consumers and markets through approaches like celebrity endorsements and event sponsorships.