Hasta La Creative!

P&G executives have increasingly talked about their efforts to improve performance of their ad investment, and have within the past year concluded reviews of the Canada media account and Latin America digital planning and buying account. The company has new leadership in the media area, with longtime top global marketing procurement executive Kim Kraus expanding her role to cover media, and North America Brand Director Kristine Decker having come on as the new top executive overseeing the U.S. media business. Plus, P&G hasn’t done a review of the U.S. media account since 1997.

In an interview last month, P&G Global Brand Officer Marc Pritchard declined to address a review specifically. But he did say: “The industry is at a stage right now, and the world of brand building is at a stage right now, where we really have to step back and look at where we can create the most value for consumers, for our brands and for shareholders. And therefore we’re looking at everything, because we’re at a real inflection point.”

TV networks such as CBS, however, aren’t being passive, telling marketers they know what’s really good for them. In a presentation at the Advertising Research Foundation Re:Think 2015 conference last month, CBS Chief Research Officer David Poltrack pointed to studies it commissioned, based on Nielsen Catalina audience and consumption data, showing such brands as Unilever’s Hellmann’s being hurt in return on investment as they moved funds to digital from TV.

Continue reading at AdAge.com