REPOST: Marketing Week

July 10th

Written by Russel Parsons

Marc Pritchard was absent from the recent list of “the world’s most influential CMOs” published by Forbes. Even if his impact on brand performance and awareness – two of the four criteria for inclusion –  could be questioned by the most critical of observers,  his “internal and external influence” and impact on peers, could not.

Procter & Gamble’s chief brand officer cast a long shadow over the marketing world in January when he laid digital media’s failings bare in an incendiary intervention. It put media agencies, ad tech and others involved in the “murky supply chain” of kick-backs, insufficient viewability, ad fraud and suspect measurement, on a year’s notice to clean up their act and meet its new demands or the world’s biggest advertiser would take its money elsewhere.

This was not simply an evisceration. P&G’s commitment to a single viewability standard and implementing accredited third-party measurement verification resonated very loudly around the world.

Although not the first to voice such concerns – Unilever’s Keith Weed and trade bodies such as the Association for American Advertisers in the US have spoken out before – colourful adjectives and clear ultimatums grabbed the marketing world’s attention. It is safe to say that he is influential, despite his absence from the Forbes list.