Procter & Gamble has reportedly removed the word “marketing” from job titles and organizations, putting the emphasis instead, on brands.

Starting this month, marketing directors have become brand directors while the marketing division has been renamed Brand Management’ in a move designed to create “single-point responsibility for the strategies, plans and results for the brands.”

The change is intended to “unify brand-building resources to focus on delivering better brand and business results, clarify roles and responsibilities to make faster decisions,” and boost creativity and better execution.

While removed from titles, marketing will still remain a key function.