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Seeing Inefficiency, P&G Seeks Revamp Of Digital Ad Strategy

October 8, 2017: 12:00 AM EST
Procter & Gamble’s chief brand officer, Marc Pritchard, is revamping the company’s digital marketing processes to avoid wasted ad spend and to grow revenue, which is stuck in the low single-digits. Pritchard argues that despite spending $600 billion annually, P&G is “reaching too few people too many times with too many ads.” The company is now working with social media networks to create shorter, less frequent, yet more engaging digital ads, and also to ensure that its ads are not shown alongside irrelevant or offensive content. 
Kristina Monllos, "P&G’s Marketing Chief Argues Against Waste in the Digital Space and Addresses Growth for Brands", Adweek, October 08, 2017, © Adweek
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