Procter & Gamble is planning to increase investment in what Marc Pritchard, Chief Brand Officer, calls one-to-one marketing at scale.
In an exclusive interview with WARC, Pritchard said he was encouraged by the progress on media transparency made by the digital industry during 2017 as he reported that all P&G’s agencies now have transparent contracts “because we’ve really gone through every one of them”. (WARC subscribers can read the full interview in WARC’s Toolkit 2018.)
He also welcomed the steps made by the major tech brands to improve viewability metrics and to open themselves up to third-party measurement.
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