Today's Wall Street Journal has a great article regarding an employee swap between Procter & Gamble and Google, A New Odd Couple: Google, P&G Swap Workers to Spur Innovation. The motivation behind the swap was to spur innovation between the two companies.
Google would like to have a bigger slice of P&G's $8.7 billion annual advertisement budget and better understand the needs of traditional consumer-market companies. Meanwhile P&G still spends most of it's advertisement dollars in traditional media with as little as 2% of its ad budget online does need some help in making the leap online.
What impressed me most in the story was just how much companies such as Google and P&G are in two different worlds.