Procter & Gamble’s chief brand officer held out an olive branch to creative and media agencies, talking about the pressure that marketers — including P&G — put on agencies and saying it’s time to ease up.
In Thursday’s keynote address at the Association of National Advertisers Masters of Marketing Conference in Orlando, Marc Pritchard said marketers have become caught in a content “crap trap,” and need to start treating agencies better, Ad Age reports.
Said Pritchard: “Let’s also remember that advertising is a creative business, and our agencies are made up of people. The last few years have been admittedly tough on agencies, P&G included. And it’s time to turn the page.”
Ad Age notes that Pritchard’s talk, titled “Raising the Creative Bar,” follows a two-year period in which P&G has cut its agency and production fees by $570 million to $1.4 billion.
Added Pritchard: “Our patience has run out. It’s time to insist that all media partners adopt common, transparent measurement standards and accept third-party verification.”
“What sounded like a peace offering may take on added weight given that Mr. Pritchard, now vice chairman of the ANA, is expected to be announced as chairman [today], succeeding former Subway CMO Tony Pace,” Ad Age notes.