Hasta La Creative!

When the chief brand officer from the largest advertiser in the world announces that they don’t “want to waste time and money on a crappy media supply chain,” even those of us just outside digital media in packaging may feel a little twinge of dread in our stomachs.

If you missed it a few weeks ago, Procter & Gamble’s Marc Pritchard publicly expressed his qualms with today’s digital media practices, which he says lack alignment on definitions of key performance metrics, lack transparency to digital marketing activities, and lack diligence to comply with the company’s standards. P&G will refuse to continue to pay for services and digital media that do not comply with standardized viewability metrics, according to Ad Age.

One can almost hear the resonance of A. G. Lafley, P&G’s former chairman, from his book “The Game-Changer”: “If you don’t execute, the consumer doesn’t care what the strategy was. Execution is the only strategy that consumers see.”

Continue reading at AdAge.com