Commexis Cast Daily – Feb. 13, 2018: P&G Gives a Thumbs Up to FB and Google, Will Not Pull Digital Spending

Today’s Commexis Cast discusses P&G Chief Brand Officer Marc Pritchard’s announcement that the company will not pull spending from Facebook and Google following last year’s demands for change. Jack Neff on Ad Age reports that the P&G has seen enough change regarding agency transparency to be satisfied. Pritchard said, “We found we needed to build in some stronger contract language on rebates at the holding-company level.” 

In our discussion, Len and Phillip agreed that agencies have, for the most part, become far more transparent. Going forward, the goal will be to show clients the buyer’s journey in greater detail, as well as to help clients understand the different types of campaigns and goals they need to achieve.

As far as the duopoly goes, Google and Facebook did not, Neff states, get the “Media Rating Council accreditation of their third-party audience-measurement systems yet, which is something Pritchard called for. But following a Wednesday meeting with the Association of National Advertisers board that included representatives from both of the digital behemoths and MRC CEO George Ivie, Pritchard and ANA CEO Bob Liodice both see strong progress.” 

Len, Phillip, and Matt discuss whether Facebook and YouTube really have done enough to lower concern for the platforms, or if only more controversy and worry has erupted in the last year. Was P&G’s statements all talk when it came to the duopoly?

Today’s cast: Len Ward (Commexis President), Phillip Brooks (Commexis Lead Strategist), and Matthew McGrorty (Commexis Videographer/Podcaster).

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