AdAge (reg. req'd) reports on a rousing speech by Procter & Gamble CEO A.G. Lafley.
The speech is a clarion call from a consumer marketing giant for brands to finally admit the customer is in control, and as AdAge observes, "the cry was somewhat unexpected, coming from the chief of the consumer-goods marketer and advertising titan well known for carefully controlling perceptions of its sprawling collection of brands."
"Consumers are more participative and selective and the trend from push to pull is accelerating," said Mr. Lafley. Scary news indeed for push marketing practitioners and clients.
Tellingly AdAge also observes: "if P&G is starting to preach the gospel of letting go, even the world's more conservative marketers are bound to sit up and take notice."
A refreshing wake-up call for agencies investing more time spin doctoring their way out of this than just capitalizing upon the inevitable.
Click here for the AdAge article
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