P&G brand chief to major digital players: Prove marketing investment leads to sales

March 27, 2018: 12:00 AM EST

Procter & Gamble’s chief brand officer Marc Pritchard called on big digital players to prove that marketing investment results in sales and not just excess frequency. He revealed that P&G cut $200m from its digital ad budget last year after new data showed that average view time for an ad on a mobile newsfeed was just 1.7 seconds. The multinational consumer goods giant also reduced spend on “long tail” marketing after re-evaluating its approach to programmatic. Citing the opportunity for full integration of media, shopping and data, Pritchard noted that P&G maintained its overall media investment with e-commerce players such as Amazon as well as Alibaba, Tencent and JD in China, where the company’s focus is increasing. P&G also plans to change the way it works with agency partners in order to align with the company’s new direction of more brand entrepreneurship and less project management. [Image Credit: © Procter & Gamble]

Sarah Vizard , "P&G’s Marc Pritchard on the next frontier of digital: We want to know our investment results in a sale", Marketing Week, March 27, 2018, © Centaur Communications Ltd (a member of the Centaur Media plc group)

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