P&G's Pritchard Blasts Objections to His Digital Demands as 'Head Fakes'
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Since he laid down the law for digital-media players at an Interactive Advertising Bureau conference in January to straighten out their mess or stop getting his company’s media dollars, Procter & Gamble Co. Chief Brand Officer Marc Pritchard has heard plenty of reasons why his demands aren’t reasonable. He has a common description of all these objections “head fakes.”
In a follow-up speech to the Association of National Advertisers Media Conference in Orlando on Thursday, and a pre-speech interview with Ad Age, Mr. Pritchard said nothing has changed his mind. So if Snapchat, Google, Facebook or any other platform can’t reliably deliver third-party, Media Rating Council-accredited measurement of ad viewability, or adopt safeguards against fraudulent traffic or inappropriate content by the end of this year, he remains fully prepared to stop spending money on them.
“We will vote with our dollars,” Mr. Pritchard said in an interview Wednesday. While digital platforms have “assembled huge audiences,” there are also more choices for media dollars than ever, he said, including on TV, where he’s noted even digital startups or Google itself spending considerable money.
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