P&G's title of the world's largest advertiser is not as relevant as it used to be, commented Marc Pritchard, Chief Brand Officer of Procter & Gamble (P&G) in his keynote address at the ANA Media Conference 2023 in Orlando, Florida. "Celebrating a company as the largest spender implies that it is better to spend more and more each year," he said. "It's time for a reset. It's not about who spends the most money. What matters is who reaches the most consumers with the greatest media precision with the highest advertising effectiveness and the optimum efficiency to deliver sustained growth."
Being the World's Largest Advertiser is No Longer a Priority, Says P&G's Marc Pritchard
