Procter & Gamble’s (P&G) top marketer Marc Pritchard has revealed that it will review all of its agency contracts in 2017 in a bid to bring transparency to the “murky at best, criminal at worst” media supply chain.

“P&G believed the myth that we could be the latest mover on all the new shiny objects despite the lack of standers in measurement and verification,” said chief brand officer Pritchard at the IAB’s Annual Leadership Meeting in Miami last week.

“We accepted multiple viewability metrics, publishers reporting with no verification, outdated agency contracts and fraud threats with the somewhat delusional thought that digital is different and that we were getting ahead of the digital curve. We’ve come to our senses and we realised there is no sustainable advantage in a complicated, non-transparent, inefficient and fraudulent media supply chain.”

This isn’t the first time the marketer for brands including Ariel, Pampers and Always has been vocal on the reputation the industry has garnered for bad advertising. However, he joins a growing number of clients now looking to put their money where there mouths are, following in the footsteps of brands such as McDonald’s, Royal Bank of Scotland and L’Oreal. According to the Wold Federation of Advertisers, some 90% of marketers are looking to review agency contracts in the hope it will deliver greater transparency.  […READ MORE at: Original Article: www.thedrum.com]