April 12, 2019 - The next great revolution in using technology to make people’s lives better is underway, but along with this are potential pitfalls that can’t be ignored: data misuse and privacy breaches, transparency lapses, fraud, brand safety and more.
At the 2019 ANA Media Conference yesterday, Marc Pritchard, P&G Chief Brand Officer, called on the industry to unite and act now to create a New Media Supply Chain grounded in quality, civility, transparency, and privacy—a supply chain that levels the playing field and operates in a way that is clean, efficient and accountable. One that is a force for growth and a force for good—for consumers, brands, the industry and society.
Marc shared the following actions P&G is taking:
Action 1: Elevate Quality
Brands are judged by the company they keep.
We want to partner with and buy media from companies where content quality is known, controlled, and consistent with the values of our company and the everyday household and personal care brands we offer. We want content that is entertaining, informative, and engaging. We want content that accurately and realistically portrays all people—of all genders, ethnicities, sexual identities, abilities, ages and cultures. That’s good for society and good for growth, as ads running alongside this kind of quality content have been proven to increase trust and purchase.
Media providers who elevate quality, ensure brand safety and have control over their content will be the preferred providers for P&G. More...