What happens when talk becomes walk? The walls come a tumblin' down.
In this particular case, the cracks are self-evident following the announcement from AG Lafley that P&G is "reallocating investments from parts of the communication plan that aren't working as hard for us, to parts of the communication plan that are working harder"
That's bad news for Television and good news for pretty much any medium with discernable measurement/metrics built into their backbone.
It also comes with an entire new can of worms in the form of the me-too clutter sheep jumping on P&G's bandwagon en route to invading an already overcrowded web, not to mention profound talent implications and commensurate challenges.
I have deja vu right now (perhaps I should do a search on my own blog), but my hope would be that P&G will take this opportunity to lead by example and invest smartly and solidly in the emerging and non-traditional sandbox that is new marketing.
I have a feeling this is inevitable.
Recent Comments