P&G’s D’Angelo On The ‘Scale’ Of Brand Versus Performance Marketing

CANNES—Marketing has always been about performance, says Procter & Gamble’s Global Media Director, Gerry D’Angelo. So conversations should center not on brand marketing versus performance marketing but about “points on the scale.” In this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity, D’Angelo says he’s had “quite a number of interesting […]

 

Procter & Gamble’s New Partnerships: Merging Advertising With Other Creative Worlds

CANNES–Procter & Gamble’s first-ever P&G LifeLab installation at the Cannes Lions International Festival of Creativity is part of the company’s effort to “reimagine creativity to reinvent advertising” through a variety of new creative and technology partnerships. “We’ve been focusing on reinventing brand building for the past couple of years, a lot on media, a lot […]

 

Charting The Rise Of Direct-To-Consumer Brands with LUMA’s Kawaja

LAS VEGAS—Having categorized more than 400 marketers in the direct-to-consumer space, LUMA Partners knows what has helped to make many of them successful. Trying to imitate them within the confines of traditional marketing isn’t easy, so some legacy companies are acquiring them for both their market share and contemporary culture, according to Founder & CEO […]

 

Puerto Rico’s Media World Transformed by Hurricane Maria: Explain Execs from AT&T, Hearts & Science, Procter & Gamble, Telemundo

SAN JUAN, Puerto Rico—There was no playbook for the advertising and media community in Puerto Rico to help itself—much less consumers—deal with Hurricane Maria in 2017. But until such a template exists, the lessons related by AT&T, Hearts & Science, Procter & Gamble and Telemundo at Beet Retreat 2018 provide more than an ample starting […]

 

Marketers Need to be in the News Environment: Procter & Gamble’s Pritchard

While Marc Pritchard would like to see more of a balance between positive and negative news coverage, Procter & Gamble maintains a presence on a variety of news programs. It’s also leveraging broader and more in depth news content in the form of deals with CNN’s Great Big Story and Katie Couric Media. “Marketers need […]

 

At NBCU, ‘One Cohesive Plan’ Spans Multitude Of Channels And Platforms

LAS VEGAS—It was hard to miss brands like Subaru and Metro by T-Mobile during last fall’s People’s Choice Awards on NBCUniversal’s E!. And that was the point of E!’s first-ever broadcast of the age-old show, which harnessed social media to distribute advertiser content far and wide, according to Advertising Sales & Partnerships President Laura Molen. […]

 

Gillette Launches ‘We Believe’ Campaign To Curb Toxic Masculinity

Procter & Gamble’s Gillette brand today breaks a new campaign titled “We Believe” aimed at curbing “toxic masculinity.” Coming 30 years after Gillette introduced its “The Best a Man Can Get” campaign, it encourages men to help stop harassment, bullying, stereotyping, diminishing and objectification. “We Believe defies the convention that ‘boys will be boys,’ which […]

 

CES ‘Exhibitor’ Procter & Gamble Showcases Product, Retailing Tech Innovations

LAS VEGAS—Having long attended CES in the partner mode, Procter & Gamble chose this year to be an exhibitor at what Chief Brand Officer Marc Pritchard dubs the “consumer experience show.” It’s where the company is showcasing some of the technologically advanced products that have emerged from the approximately 130 internal “seed-stage startups” that the […]

 

P&G’s Hernandez: Hurricane Maria Caused ‘Quantum Leap’ In How Puerto Ricans Use Media

SAN JUAN, Puerto Rico—Before Hurricane Maria made land in the fall of 2017, Procter & Gamble had been in the process of upping its involvement in digital media. What followed the devastation was an immediate reliance by P&G on traditional media and, a year later, a “quantum leap” in how Puerto Ricans consume media, with […]

 

Mars’ Jane Wakely: Accountability Means Growth

CANNES – Big brands are far from dead, according to the Chief Marketing Officer of Mars Pet Nutrition. But they need to winnow out “fake news” about their supposed widespread demise and establish an evidence-based philosophy and operating model for driving growth, says Jane Wakely. “Accountability in marketing to me means growth. Ultimately, I think […]

 

Cadent Ramps Up Local Broadcast As Complement To Cable TV Inventory

What do you do when you’re the “800-pound gorilla” aggregating advertising inventory from some 200 MVPD partners? In the case of Cadent, you extend your reach to local television broadcasters to become a one-stop shop. As advertisers increasingly seek better audience targeting and efficiency, “The marketplace has kind of come our way,” says the company’s […]

 

4A’s Chief Seeks ‘Client Of The Future,’ Launches Inclusion Certification Program

MIAMI-There’s lots of talk about the challenges facing advertising and media agencies, among them a very competitive recruitment market, diversity and inclusion. And then there is the actual value that agencies bring to the table. “There’s a lot of negative narrative out there about what’s going wrong for agencies,” says Marla Kaplowitz, President and CEO […]

 

Look Beyond Media Tactics To Brand Strategy: Simmons CEO Feigenson

SAN FRANCISCO – One of the many positive outcomes that have emerged as the result of major marketers demanding greater digital transparency is a renewed focus on data quality. “I think what’s actually exciting is that we’re coming back to a sense of quality after a large period of flux,” says Simmons CEO Andrew Feigenson. […]

 

IAB Focus On Brands An ‘Inflection Point’ For Industry: NBCUniversal’s Scott Schiller

PALM SPRINGS, Calif – The Internet Advertising Bureau’s focus on brands at the 2018 Annual Leadership Conference marks an inflection point for the organization and all of advertising and media, according to NBCUniversal’s Scott Schiller. That it’s happening now “is a perfect setting for us to really focus on how do we bring brands closer […]

 

AppNexus CEO Brian O’Kelley: Only Transparency Will Provide Trust In Digital Ecosystem

PALM SPINGS, Calif  – In the interest of promoting digital advertising transparency, AppNexus has done “a complete opening” of its books over the last six months. This type of leadership role should be adopted by  every participant in the digital ecosystem for the benefit of marketers and publishers, says CEO Brian O’Kelley. “I think it’s […]

 

IAB’s Randall Rothenberg: Seeing Brand Safety In A New Light, Dumping ‘Buy-Side, Sell-Side’ Lingo

Once again, the topic of “brand safety” will be front and center at the upcoming Internet Advertising Bureau Annual Leadership Meeting, but it will take on new meaning in light of IAB research into what it calls the Direct Brand Economy. Other industry semantics need to be updated as well, IAB President & CEO Randall […]

 

‘Direct Brands’ Will Be Under The Microscope At IAB Annual Leadership Meeting: President & CEO Randall Rothenberg

What’s the difference between “direct” brands and “indirect” brands? The distinction is the subject of the largest research project the Internet Advertising Bureau has ever done and it will be the centerpiece of the organization’s upcoming Annual Leadership Meeting. In this interview with Beet.TV, IAB President & CEO Randall Rothenberg explains why incumbent brands that […]

 

Inside P&G’s Tide Super Bowl Takeover Campaign With Hearts & Science’s Scott Hagedorn

NEW YORK – Tide’s seeming takeover of the 2018 Super Bowl was part of a “multidimensional solution” that started with a pre-game tease in social media featuring Terry Bradshaw, who didn’t end up in any of this year’s commercials. “We preplanned out a lot of how we wanted the social to work around it and […]

 

On a Puerto Rico: It’s Back To Basics Media Tools for P&G and its Agency Hearts & Science

MIAMI – Once a natural disaster occurs, it’s back to basics. For agencies and marketers it can mean using billboards to reach people who don’t have power or Internet connectivity. For brands like Procter & Gamble, it can be dispatching mobile units to wash, dry and fold clothes for the recovering community. In the wake […]

 

In Disasters, Brands Need to Step in with “Authenticity,” Omnicom LATAM CEO Porras

MIAMI – The efforts of clients like Walmart, Procter & Gamble and AT&T in responding to humanitarian crises in Mexico and Puerto Rico demonstrate “authenticity and doing the right thing,” says the CEO of Omnicom Media Group’s LATAM operations. “Brands belong to society and are part of society,” Julian Porras says following the launch of […]

 
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