Procter & Gamble's chief brand officer has urged brands to mark a turning point in the rise of digital media to demand advertising that's transparent, more personal – and a force for global social change.
In a keynote speech at the dmexco 2017 conference in Cologne, Marc Pritchard said it was clear that as consumers' attention spans shrink and their focus on brands intensifies, brands need to stop wasting money on advertising that doesn't reach people or simply annoys them.
Instead, they should "accelerate the next transformation of brand building"; they should work more efficiently to communicate with...