Procter & Gamble's global marketing and brand officer, PritchardMarc Pritchard, has called on the industry to step back from mass-media campaigns and focus on precision marketing, using "mass one-to-one marketing and brand building". Speaking at the Australian Association of National Advertisers' Media Challenge – One Year On event, Marc Pritchard explained how P&G had wasted ad spend on content that was neither wanted nor seen, but investing in TV, e-commerce and brand influencers had reduced media waste by 20% and increased media reach by 10%. However, others said the brand-building opportunities of mass media campaigns should not be dismissed.
Procter & Gamble's global marketing and brand officer, Marc Pritchard, has called on the industry to step back from mass-media campaigns and focus on precision marketing, using "mass one-to-one marketing and brand building". Speaking at the Australian Association of National Advertisers' Media Challenge – One Year On event, Pritchard explained how P&G had wasted ad spend on content that was neither wanted nor seen, but investing in TV, e-commerce and brand influencers had reduced media waste by 20% and increased media reach by 10%. However, others said the brand-building opportunities of mass media campaigns should not be dismissed.