P&G's Pritchard to digital deadbeats: Game over

This event report outlines how Procter & Gamble, the FMCG giant, is driving new measurement standards across the digital ecosystem.

P&G's Pritchard to digital deadbeats: Game over

Geoffrey Precourt Warc

Building on a craft-versus-crap analysis of digital marketing introduced last year, Marc Pritchard – and the world's largest advertiser he represents – has moved beyond analysis to practice with a set of new standards that promise to rock online advertising on its heels.

"I'll make a confession," Procter & Gamble's Chief Brand Officer told an opening-night audience at the Interactive Advertising Bureau's (IAB) 2017 Annual Leadership Meeting (ALM). "Procter & Gamble believed the myth that we could be a 'first mover' on all of the latest shiny...

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