P&G Leaders On Precision Digital Marketing, Why Less Can Be More

After two quarters of reduced marketing spending, P&G’s top executives used Investor Day 2022 to highlight the efficiencies and higher effectiveness of digital marketing compared with traditional. “We would be missing the point of productivity improvement if we only measure the effectiveness of our brand building by the dollars we spend,” CFO Andre Schulten said.

Procter & Gamble Co. leadership stressed to investors on 17 November that the health of the company’s brand building activities cannot be inferred from marketing spend alone.

“Delivering superior, engaging consumer-tested advertising that has sufficient levels of reach at the optimal frequency delivered to our prime consumer...