Marketers, looking for increased productivity and transparency in their media investments, are calling for sweeping changes and improvements in the media ecosystem. This, says one of the most influential brand stewards in the world, includes transformative changes to the upfront marketplace.
It is Proctor & Gamble Co. Chief Brand Officer and Association of National Advertisers (ANA) Chairman Marc Pritchard who offers this message, and on Wednesday issued a call to marketers for them to “take control of the media agenda,” as returns on media investments in his view are below industry potential.
