Marketing
fromDigiday
3 hours agoP&G bets big on retail integration as CPGs question incrementality
Brands like P&G and Diageo are increasing bets on retail media to bridge discovery and purchase as growth slows and media becomes fragmented.
Procter & Gamble is emphasizing its strengths in data and artificial intelligence as the packaged goods giant contends with a fragmented "new media reality," executives said on a call discussing earnings earlier this week. The owner of brands like Tide and Downy is working to redefine its brand-building framework to deliver more relevant marketing and better capitalize on emergent channels like retail media that are rewriting the CPG advertising playbook.