When Coca-Cola’s global chief marketing officer Marcos de Quinto stated a few months ago that TV advertising is the best investment for brands, he showed a refreshing willingness to challenge the conventional wisdom. When de Quinto went one further and criticized his company’s history of digital spending, he outed himself as one of the rare voices of reason in the marketing industry.
He was recently joined by Procter & Gamble chief brand officer Marc Pritchard, who made it clear he was tired of waiting for digital platforms to get their measurement act together. “We will vote with our dollars,” Pritchard said, doubling down on earlier comments about inadequate viewability data from Facebook, Snapchat, Google, and others raking in billions of brand advertising budgets.
Communicus CEO Jeri Smith continues her regular column for The Drum: Here’s who you should emulate, advertisers.