P&G’s Marc Pritchard urges marketers to ‘go layers deeper’ to gain digital transparency

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.