Why it matters

Brand owners need to take more direct control of many aspects of the marketing process to operate at the same speed as today’s consumers. Client-side marketers can no longer afford to simply outsource creativity and media planning, but instead must be far more active participants in these areas.


  • Marketers need to reassess every aspect of the marketing process to ensure their creative is compelling and impactful.
  • Forming partnerships is important for brand teams if they want to access the latest technologies and smartest thinking.
  • Smaller brands with limited resources could benefit from operating lean in-house teams that can create advertising at low cost and high speed.

Procter & Gamble believes that 2020 will herald an unprecedented era of disruption when it comes to building brands.