P&G's Marc Pritchard Takes Digital Media To Task In Speech

Pritchard (Photo: Twitter @marcpritchard1)

PROCTER & GAMBLE Chief Brand Officer MARC PRITCHARD took shots at digital media while praising traditional media in a speech to the ASSOCIATION OF NATIONAL ADVERTISERS last week.

PRITCHARD's presentation on THURSDAY (4/11) noted digital media's growth but warned of its "dark side" that "in some cases... has gotten worse" with waste from "lack of transparency and fraud."  "7 out of 10 consumers say ads are annoying," PRITCHARD said. "Ad blocking is accelerating. Privacy breaches and consumer data misuse keeps occurring. Unacceptable content continues to be available and is still being viewed alongside our brands. Bad actors are finding ways to create divisiveness and social unrest. These are significant problems and, despite a lot of effort, these problems appear to be increasing, not decreasing. As the next half of the world’s population gets connected, it’s likely the problems will keep growing."

Calling for a new approach rather than cleaning up problems with digital media, PRITCHARD called for a five-step program, including elevating quality ("We want content that is entertaining, informative and engaging. We want content that accurately and realistically portrays all people of all genders, races, ethnicities, sexual identities, abilities, ages and cultures.... we’ve been tolerant for too long in the digital media world"); promoting civility; leveling the playing field with cross-platform media measurement; simplifying privacy with a single standard; and "taking control of our own destiny," bringing more media planning and buying in-house. 

PRITCHARD added that "to accelerate progress toward this vision, we will continue to vote with our dollars with the companies who follow this roadmap."  And throughout the presentation, PRITCHARD noted that traditional media -- radio, TV, and print -- have "diligently followed" established standards "so accountability is built in" and make-goods are granted when problems arise.

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