procter & gamble

ORLANDO – Having handled an $8 billion advertising budget and organizational responsibility for nearly 7,000 people while at Procter & Gamble, Jim Stengel is more committed than ever to the importance of marketing. The former Global Marketing Officer is heartened to see resolution and commitment at the Masters of Marketing Conference to getting brands back […]

ORLANDO – After its push for digital media transparency began to gain traction, Procter & Gamble began to realize that it needed to alter its creative game. Things like ad duration and frequency took on new importance. “It forced us to raise the bar even higher on ad creativity,” says P&G Chief Brand Officer Marc […]

ORLANDO – Earlier this year, Procter & Gamble cut $100 million from its digital advertising budget because of long-running concerns about the integrity of the media ecosystem. It was “kind of a pretty big move” that nonetheless paid off because the company still grew and met its objectives, according to Chief Brand Officer Marc Pritchard. […]

LOS ANGELES – If you could hold a mirror to the current world of content marketing it would largely reflect what’s been happening for a long time in sports and entertainment sponsorships. One of the elemental rules is that just borrowing enthusiast audiences doesn’t cut it unless you actually connect with them. “It’s not about […]

VIEQUES, PR – Even hot new agencies with big name, global clients can’t avoid the complexities and limitations of data-driven marketing. Just ask Andres Claudio, who runs Omnicom’s Hearts & Science marketing agency. “It’s not that easy,” Claudio says in this interview with Beet.TV. “Not all the data that is needed is available in all […]

Proving ROI on television advertising is “still in a fairly primitive state,” amid massive network audience declines and rising CPM’s. It’s a paradigm that Tom Rogers believes cannot continue much longer. Buying TV broadly on demographics without being able to match exposures to purchases leaves little opportunity for measuring spending efficiency, says Rogers, who is […]

A “crisis of confidence” in digital media can be alleviated in large part by better measurement solutions. “If measurement is done well, it informs the way advertising works,” says Andrew Feigenson, Chief Revenue Officer for Nielsen Catalina Solutions. If the advertising industry maps measurement as a key performance indicator, it we can start addressing some […]

HOLLYWOOD, Florida – Has the pendulum begun to swing from advertising and media’s preoccupation with digital viewability to audience quality? It’s a trend that comScore executive Aaron Fetters is seeing on the buy side—along with a keen desire to clean up “a mess” of an ecosystem. “We finally seem to be going a little bit […]

HOLLYWOOD, Florida – While programmatic media buying continues to grow rapidly, publishers need to remain flexible with their infrastructure. It’s all about helping advertisers reach the audiences they want, says the SVP and Global Head of Programmatic for News Corp., Chris Guenther. “It’s just a means of servicing our clients,” Guenther says of programmatic in […]

MIAMI – If the transition to more audience-based television advertising was a horse race, data would be in the lead and plumbing would be a laggard. “I think we’re at an important transitional moment from the world of content-based advertising, which is TV’s legacy to an audience based television world,” says Jonathan Steuer. That transition […]

In a digital media world that is 25 years old, it’s no wonder the relatively recent upstart of mobile is still considered a single new channel for planning against. But now ad group Starcom Worldwide‘s mobile SVP has an unusual goal – to kill her job. “If my job exists in six months in its […]