An important read by Ben Ice from Marketingmag Australia.

Marc Pritchard – represents the world biggest advertiser as the Chief Marketing Officer of P&G. In what one could say was the biggest marketing speech of all time, Pritchard called addressed the problems in digital marketing world. The speech called for transparency between marketers and media agencies around media buying and view-ability.

Dodgy world of programmatic

“We have a media supply chain that is murky at best and fraudulent at worst,” Pritchard said. “We need to clean it up, and invest the time and money we save into better advertising to drive growth.”

P&G is in the middle of reviewing its £210 million UK media account which it finalised in the US last year. 

Furthermore, P&G is in the process of adopting Media Ratings Council’s approach of:

• Validating viewing standard
• Accrediting Third-party verification
• Creating transparent agency contracts
• Preventing ad fraud (viz. teaming up with Trustworthy Accountability Group)

Marketing Weeks reports that: “With the review in mind, all of its media suppliers and agencies are expected to do the same, or it’ll take its money elsewhere.”

Following Pritchard’s call to action, P&G has been receiving applauses from both the brand and agency side of the marketplace. Both parties are too acknowledging the need for transparency.

Some disagree, read here to find out more: https://www.marketingmag.com.au/news-c/important-speech-marketing-years-made-waves-will-make-real-change/

*Picture taken from marketingmag.au*