Why P&G is moving away from targeted Facebook advertising
Procter & Gamble has admitted its targeting went “too narrow” and that mass reach remains important as it looks to stay front of consumers’ minds.
Procter & Gamble has admitted its targeting went “too narrow” and that mass reach remains important as it looks to stay front of consumers’ minds.
FMCG giant is now planning to “get back to making consumers aware of its products and communicating their benefits”
Roisin Donnelly, brand director for Northern Europe at Procter and Gamble, is leaving the company at the end of June after 31 years to “pursue other interests”. It is currently unknown who will replace her.
Roisin Donnelly, P&G’s brand director for Northern Europe, admitted to Marketing Week that it will be more challenging to engage the British public for the Rio Olympics with its latest ‘Thank you, mum’ campaign but that British patriotism and a unified brand approach will cut through.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.