Procter & Gamble Co.’s top marketing executive called for changes to the annual TV upfront process during the Association of National Advertisers Media and Measurement Conference, criticizing a decades-old method of buying TV ads as antiquated and inefficient. During each spring’s upfront negotiations, media-buying agencies working on behalf of marketers commit to buying TV ad time in bulk for fall and winter programming. Newsletter Sign-up CMO Today CMO Today delivers the most important news of the day for media and marketing professionals. PREVIEWP&G is doing more direct deals with TV networks and relying less on media-buying agencies, he said in his speech. “We’ve taken control of when we negotiate and buy TV media,” he said.

Source: Wall Street Journal September 23, 2020 22:30 UTC