“We were annoying the hell out of people,” Procter & Gamble’s chief brand officer Marc Prichard, disclosed this morning in Paris. While P&G’s data showed it was reaching its audiences an average of three times a month, that hid the fact that many people were being reached 10-times a month and even more were being reached 20-times a month. “It’s the biggest problem in the industry because it annoys our consumers – there are too many ads,” he said.
CampaignUS “P&G’s Pritchard: Seize back control of data, reinvent marketing and stop ‘annoying the hell out of people‘” 5/25/18