5 Actions P&G is Taking to Improve the Media Supply Chain
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. Media providers who elevate quality, ensure brand safety and have control over their content will be the preferred providers for P&G.
Action 2: Promote Civility
Editorial comments have become a significant part of the media ecosystem, and we need productive standards of discourse. Free speech is a right, but civility is a responsibility. P&G welcomes a full range of opinions and productive discussions. However, in the New Media Supply Chain, our providers of choice will be those companies who use the voices on their platforms in a civil and responsible way.
Action 3: Level the Playing Field
It’s time to finally deliver cross-platform media transparency through cross-platform media measurement. P&G is seeking partners who will work with them. To help move the industry forward, they advice to read the MRC cross-media audience measurement standards, and encourage everyone to adopt these standards.
Action 4: Simplify Privacy
Consumer data is foundational for how we do business today, and a foundation of trust for consumers is how we handle privacy. We all have the responsibility to protect the data we have, and to use it for purposes of serving consumers with better media and advertising experiences. Marc encouraged the industry to unite through the Privacy Paradigm Coalition to address issues and introduce national legislation that puts the consumer at the center. Ultimately, P&G will support common-sense national legislation, and will seek to partner with those who adopt common, simple and responsible privacy practices.
Action 5: Take Control
The final step in creating the New Media Supply Chain is marketers operating as brand entrepreneurs by taking control of their own destiny. At P&G and across the creative industry, we’ve been wowed by shiny objects, overwhelmed by big data, and intimidated by algorithms. Too much work was outsourced. We let ourselves believe media was so technical and advanced we couldn’t possibly handle it ourselves. No more. P&G is shifting from generic demographic target audiences to data-driven smart audiences, making a pivot to more effective one-to-one performance marketing.
It’s time for a New Media Supply Chain, so we’re asking the industry to come together and create a future where brands are safe, content is of the highest quality, and where measurement standards allow us to improve the consumer experience—a New Media Supply Chain that is a force for growth and a force for good.