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The May 23rd Issue of Newsweek has a section titled "Design 2005" - on msnbc.com. From their story on Proctor & Gamble,

"And one of Kotchka's first acts was to embed top designers in brand teams to help rethink not just the superficials�graphics, packaging, product design�but, more importantly, how consumers experience products."

They are embedding designers in their brand teams, directly working on marketing, strategy and product development. Here's one of their innovations, a toilet paper dispenser for kids.

"Look at kids who are toilet training," Kotchka continues. "Their line is 'I want to do it myself.' So, we said, 'OK, we know how to make a great wipe�what can we do to empower kids to use it themselves?' We made this clever pop-up box that lets a kid grab a wipe with one hand. And the kids went nuts for it."