Procter & Gamble 's global marketing and sales 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 launch 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 corporate influencers had reduced media waste by 20 % and increased advertising reach by 10 % . However , others argue 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.