75 Marketing Trends found for Agencies / Digital

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P&G Goes Bare Knuckle With Ad Tech and Ad Agencies

Trend Summary: Procter & Gamble's top marketing honcho lays down the ground rules for agencies and media.

Speaking yesterday at the Internet Advertising Bureau's Annual Leadership meeting, Procter & Gamble's Chief Brand Officer Marc Pritchard laid down P&G's new law for ...

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... digital media companies and ad agencies.

Announcing a five-point program that will take effect this year, the highly influential P&G honcho urged the rest of the advertising industry to follow his company's lead.

"The days of giving digital [media] a pass are over" declared Pritchard. "It's time to grow up. It's time for action" he evangelised.

P&G's marketing plan includes a thorough review of all media-agency contracts, presumably prompted by an unpleasant surprise in the wake of its dealings with an unnamed ad agency.

Pritchard also urges that all marketers use industry-standard viewability metrics, fraud protection programmes and third-party verification.

To enforce those steps Pritchard said that P&G has vowed not to user any digital media, ad tech companies, agencies or other suppliers for services that don't comply with its new rules.

"We've given them plenty of notice he said",adding wryly: "More than a full year for many."

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q1 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7091

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