P&G's Pritchard takes on fakes, fraudsters and fearmongers

Geoffrey Precourt

Stephen Whiteside

Marc Pritchard is almost single-handedly rewriting the playbook for modern marketing. And, as he leads the march to integrity, Procter & Gamble's Chief Brand Officer is bulldozing the naysayers who resist immediate change.

"The time for talking is over. It's time for action," Pritchard urged a standing room only audience of his client-side peers at the Association of National Advertisers' (ANA) 2017 Media Conference. "Media transparency requires CMO leadership with your business partners."

In recent weeks, the likes of Google and Facebook have responded to a Pritchard rallying cry for transparency offered at the Interactive Advertising Bureau's (IAB) Annual Leadership Meeting in January 2017. Though the actions of the digital behemoths may suggest the beginning of an industry sea change, Pritchard vehemently encouraged the ANA assembly to embrace new standards throughout the entire digital ecosystem.