P&G’s Pritchard considers “a world with no ads”

Procter & Gamble, the fast moving consumer goods manufacturer, is responding to dramatic changes in the advertising ecosystem by preparing for a very different communications landscape.

Marc Pritchard has a stark warning about the future of advertising.

“I would say the days of advertising as we know it today are numbered, and we need to start thinking about a world with no ads,” asserted the chief brand officer at Procter & Gamble – the world’s biggest advertiser, with an annual budget topping $7 billion.

Marc Pritchard, chief brand officer, Procter & Gamble

The initial drivers of this transformation include a decline of television viewing and the rise of digital media. As a consequence of such shifts, many content and commercial decisions are now being made by...

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