Marc Pritchard, chief brand officer for Procter & Gamble, is pulling no punches in admitting to P&G’s mistakes in digital advertising. How’s this for real talk?
“As we all chased the Holy Grail of digital, self-included, we were relinquishing too much control – blinded by shiny objects, overwhelmed by big data, and ceding power to algorithms.”
Pritchard’s reputation as a marketing leader and digital realist is well-earned. He also shows admirable humility – especially for the world’s largest advertiser – in sharing details of how the CPG giant’s measurement errors caused such problems. Now, Communicus Jeri Smith uses P&G’s example to illuminate how the best brands measure digital advertising – and the “holy grail” errors they avoid.
