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Pritchard
By Tanya Dua
Marc Pritchard, P&G Chief brand officer attacked the TV upfronts in his keynote speech at the Association of
National Advertisers, Media & Measurement conference held virtually on Wednesday,September 23, saying that they were
antiquated.
Pritchard said the upfronts gave the networks and ad agencies a leg-up, to the detriment of marketers and
consumers, and led to inflated rates despite declining ratings.
Instead, P&G has been pursuing more direct deals and programmatic TV buying with networks and other media
companies, including minority-owned media.
His move comes at the expense of the TV industry, where ad spending in the US is expected to drop a whopping
27.1% in the 2020-2021 season; and ad agencies, which brands have been increasingly bypassing in recent years.
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Global brand, Huggies has re-launched its advertising campaign in the country. The Huggies ad campaign is back
on TV ,radio and billboards since early August. Kimberly Clark appears to be going full blast with a Huggies
campaign following the lull of the Covid-19 lockdown period which badly affected all economic activities in
the country.
Most of Huggies outdoor ads are on hoardings of mass transit buses, which appears to be an effective medium,
especially more so, during the covid-19 lockdown period.
The Huggies TV campaign focuses on its innovative elastic diaper which it claims keeps the baby quite
comfortable.
The TVC is being aired on several leading TV channels such as Channels TV,Arise News and TVC News.
Huggies faces fierce competition from P&G’s pampers, Molifix, among others.
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In what is a surprise move, Kneipe Nigeria marketers of quite popular Dano Milk brand has taken to the media to promote the brand. Last week, full page colour adverts for the Dano Milk brand began appearing in major national newspapers as The Punch.
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Pede WPP has bought John St. one of Canada’s largest creative shops. The 100-person strong Toronto shop is known for its fun work for clients like WWF Canada. John St. recently created a call centre of grannies to urge people to wear sweaters. Also worked for Teatley Canada.
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Diageo Picks MDC Partners’ Shop to Handle World's Biggest Vodka Brand After a Review
By: E.J. Schultz
MDC Partners-owned 72andSunny has won a place on Diageo's roster -- and in a big way, picking up global creative duties for Smirnoff, the world's largest vodka brand. The decision, which comes after a review that included several roster shops, ends the marketer's relationship with WPP's JWT after a 14-year run.