Procter & Gamble will review all its agency contracts in 2017 to bring more transparency to its media supply chain. This forms part of a four-point plan to exert greater control over the company’s media strategy, which has been described as “murky at best”. The company said it would also introduce an independent ethics committee and establish a new corporate governance structure for the company. The four-point plan focuses on viewability, verification of inventory, the agency contract review and action against ad fraud. P&G marketing boss Marc Pritchard said: “There is no advantage in a non-transparent, inefficient and fraudulent media supply chain.”
Procter & Gamble will review all its agency contracts in 2017 to bring more transparency to its media supply chain. This forms part of a four-point plan to exert greater control over the company’s media strategy, which has been described as “murky at best”. According to the World Federation of Advertisers, 90% of marketers are looking to review agency contracts in order to achieve greater transparency. The four-point plan focuses on viewability, verification of inventory, the agency contract review and action against ad fraud. P&G marketing boss Marc Pritchard said: “There is no advantage in a non-transparent, inefficient and fraudulent media supply chain.”