GLOBAL: Procter & Gamble's position as the leading advertiser in the WARC 100 is a result of a conscious attempt to improve the quality of its creative output, according to Chief Brand Officer Marc Pritchard.

"We believe that advertising is a powerful force for growth and good, and we want to be the very best at it," he said.

"We've had a focused effort to raise the bar on our creative quality and work with the best agency partners to deliver growth for our brands," Pritchard told WARC. "It's great to see the positive results of our efforts in rankings such as the WARC 100."

This is the annual ranking of the world's best marketing campaigns and companies according to their business impact. A campaign in India for P&G's Ariel detergent brand was the top campaign, while Procter & Gamble was the top advertiser.

Pritchard took over as the chairman of the Association of National Advertisers in the US last year, with an agenda geared towards improving advertising quality, increasing accountability and being "a force for economic and societal good".

Since then, he has been vocal across all these areas, notably when he called time on the numerous viewablity metrics being offered by different digital platforms.

"We'd rather spend time working on better advertising than debating the viewability standard with another publisher or agency," he said at the IAB Annual Leadership Meeting in January this year, as he announced that P&G expected that all its agencies, media suppliers, and platforms to adopt MRC validation as standard during 2017.

A few weeks later he was urging CMOs to "be willing to break some furniture" as they pursued greater media transparency across the digital ecosystem and offering them a script to take on the charlatans – or "head fakes" as he described them – on the supplier-side.

"The biggest head fake is the one we put on ourselves," Pritchard said. "We're all spending significant amounts of money on digital media. The response is entirely up to each one of you in your companies. At P&G, we are choosing to vote with our dollars."

Data sourced from WARC