P&G's Pritchard: A new wave of brand building innovation beckons

Online advertising is at a turning point as digital spending overtakes TV, says Procter & Gamble's chief brand officer.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands