In 2012, after a half-decade in various US marketing posts for the Clorox Co., Eric Reynolds moved to London to spend almost ten years as its corporate VP/GM for Europe, Middle East, Africa, and Asia.

“When I left, TV was still king,” he told the 2,600-plus delegates at the Association of National Advertisers’ (ANA) 2017 Masters of Marketing Conference. And digital, at that time, was a not-very-important conversation.

113267f01

“But, you know what? TV worked.” The targeting wasn’t very precise, he allowed, and “at some point, someone got up out of the room and made a sandwich. So, we did have some problems with TV. But the fact was that if you spent enough money and if you spent more than your competitors … you could win.

“We know this story: If you spent enough, you could make just about anything work.”