P&G PUTS FOCUS ON REACH: IT’S A MORE IMPORTANT MEASURE THAN SPEND: Speaking to Marketing Week at the Cannes Lions Festival of Creativity, P&G’s brand boss Marc Pritchard said the focus for the company is on reaching more people, which it is looking to do by reducing frequency, particularly online. Driving up reach is key as P&G looks to increase the volume of search queries around its brands. Read More: www.marketingweek.com
P&G IS PARTNERING WITH JOHN LEGEND AND ARIANNA HUFFINGTON: P&G is partnering with John Legend and Arianna Huffington Its partnership with singer John Legend, P&G will delve into themes like parenthood, modern masculinity, music and social justice to promote brands including Pampers and Gillette. Pritchard says P&G’s approach is different because it’s getting partners like Legend involved in the process from the start and focusing on issues that consumers care about. Read More: www.businessinsider.com
Retailers are clearly keen on finding new customers, as four in 5 digital retail leaders say that in 2018 acquisition marketing was among their largest marketing investment priorities, making it the leading investment initiative. While acquisition marketing performance largely met or exceeded expectations, retention marketing performance did not fare as well in 2018. Read More: www.marketingcharts.com
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Amazon is now the third largest digital ad platform in the U.S. and many agencies plan to increase their Amazon spending. Roughly 65% of respondents said they were seeking advertising alternatives to Google, Facebook and Amazon. Read More: marketingland.com