The emerging art of ‘Let-Go Media’

Joe Mandese, in his regular comment column from Madison Avenue, discusses the changes in advertising and media thinking since P&G's CEO told the industry 'to let go' and cede control to consumers.

The emerging art of 'Let-Go Media'

Joe Mandese

It has been six months since the world's largest marketer called on the advertising industry to 'just let go' and finally cede control to consumers. When A.G. Lafley, chairman-CEO of Procter & Gamble, made that call during a US Association of National Advertisers conference, it left many wondering what he actually meant. In the months since, many top marketers and agencies have embraced the message and are beginning to transform how they plan, buy and even think about media.

One large global marketer has even institutionalised the concept, embracing it as a...

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