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The world's top advertiser is ditching the upfronts and said it would continue to do more direct media deals, adding to TV and ad agencies' pain

1 month ago   |   By Business Insider

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Procter & Gamble chief brand officer Marc Pritchard has been on a crusade to overhaul its digital advertising in recent years, slashing its spending and piloting new ways of working with ad agencies.
In his most direct assault on the TV industry yet, Pritchard dismissed the decades-old "antiquated system" of TV media buying, saying that a better name for the "upfronts" might be the "FOMOs."
During a keynote during the Association of National Advertisers Media & Measurement conference held virtually on Wednesday, Pritchard said that the upfronts were nothing but a...
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