Feb
20
Church & Dwight Hikes Digital Despite CEO's Doubts
Posted in: Uncategorized
A growing wave of marketers have been touting how much they spend on digital advertising, and Church & Dwight Co. is no exception: at an analyst conference today, the company reported that digital composes 20% of its media budget.
But Chairman-CEO Jim Craigie, long the packaged-goods industry’s maverick, couldn’t quite stick to the usual industry script for his digital tout.
“I can’t believe companies talking about getting more efficient marketing [from budget reallocation], which is a buzzword for we’re cutting our marketing spending and putting it in digital,” Mr. Craigie said.
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