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
How about transforming ads into valuable content instead? After all, consumers want content not ads.
‘A WORLD WITH NO ADS’: P&G, UNILEVER’S TOP MARKETERS ENVISION DIFFERENT PATHS FORWARD: The top marketers at the world’s two largest packaged goods giants, Procter & Gamble and Unilever, shared a similar sentiment during talks at the Consumer Electronics Show on Wednesday: that digital technology has upended what their profession means, with any number of factors – including data, e-commerce and direct brand services – also making it more difficult to master. Source: www.marketingdive.com