P&G's title of the world's largest advertiser is not as relevant as it used to be, commented Marc Pritchard, Chief Brand Officer of Procter & Gamble (P&G) in his keynote address at the ANA Media Conference 2023 in Orlando, Florida. "Celebrating a company as the largest spender implies that it is better to spend more and more each year," he said. "It's time for a reset. It's not about who spends the most money. What matters is who reaches the most consumers with the greatest media precision with the highest advertising effectiveness and the optimum efficiency to deliver sustained growth."
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.