P&G seeks to end the measurement debate – for the sake of creativity
Stephen WhitesideWarc
Procter & Gamble has a clear benchmark for advertising success: Consistently delivering breakthrough creative.
And, explained Marc Pritchard, P&G's Chief Brand Officer, that goal should not be compromised by trying to cobble up yet another set of marketing metrics.
"Beautiful craft requires time," Pritchard reminded the 2,700 delegates at the Association of National Advertisers' (ANA) 2016 Masters of Marketing Conference in Orlando, Florida. "And we have a problem, because we're spending too much of our time on [the] measurement of advertising, versus the...