As Ever, P&G Takes the Lead

As John said PampampG believeamp160in advertisingamp160spend heavily test everything learn from everything pay fairly and on time and they are extremely loyal Do well by them he said and you39ll learn a lotamp160and prosperThen and now PampampG leads the industry Other marketers rightly hold them in high esteem But one thing has changed today PampampG says more in public than they ever did They take their leadership position seriously to the benefit of othersEarly last week PampampG39s CMO Marc Pritchard gave a speech at the IAB Leadership event in Florida Mark Ritson a man famously hard to impress has called it quotthe most important marketing speech of recent timesquotYou can watch the whole speech here PampampG has decided on an action plan on viewability on simplifying the tortuous and expensive process that is the digital media supply chain on objective verification of digital data media and on agency transparencyPampampG will no longer support digital media forms that don39t adopt the basic viewability standards laid down by the US Media Research Councilamp160No more time spent arguing about what does and doesn39t constitute a view Deliver to the industry standard or forget PampampG39s moneyamp160Nor will they put up with the long and nontransparent string of middlemen involved in so many digital buys a system Pritchard describes as quotinefficient and fraudulentquotamp160and which brings him zero benefitPampampG is also not happy with platforms whose data lives inside walled gardens Pritchard called for objective measurement and verification He39s certainly not alone amp160Google and Facebook the two main culprits have already quietly started reacting to pressure on this topicThen and significantly there39s the wellreported media agency culture of having the buys lead the plans leading to a lack of transparency over agency dealsPritchard was horrified to discover that one of his agencies wonder who was making money off the back of his budgets but is big enough to accept that the agency was technically only doing what they were contractually permitted to doamp160PampampG were unaware of the implications of what was and wasn39t contractually allowed a fact that Pritchard finds humblingAt the same time as demanding an end to the sort of practices highlighted by the ANA work Pritchard restated his company39s commitment to paying their agencies fairlyamp160Every media agency39s contract will be examined to ensure that the linked principles of total transparencyamp160and fair payment are clearPritchard ended by calling for the industry to act He is putting his suggestions out there for others to adopt refine or ignore but he makes a strong case for changeFor those of us calling for individual clients to step up to assert their primacy to bring an end to the agency networks39 buyingled behaviors practices that emasculate planning to use their dollars to clean up the online ad businessamp160and to reconsider an unjustifiable obsession with what Mark Pritchard called quotthe latest shiny objectsquotamp160this speech represents a big momentWill it really change anything You bet your sweet bippy to quote the late great Dick MartinThis week PampampG called a review of their UK and Northern Europe media business to go alongside a review already scheduled across the majority of EuropeOthers are already doing something similarWatch this spaceClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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As Ever, P&G Takes the Lead

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