In an interview with Campaign US at P&G’s virtual LifeLab at CES, Pritchard details how FMCG giant continues to withhold spend on several platforms until accountability is introduced.
Chief brand officer said company would continue to drive efficiencies across agency fees, production costs and media spend.
The marketing leader shares insights on how to handle this ever-changing, increasingly competitive industry.
Getting personal, Pritchard also revealed his belief that he wouldn't be CMO today if his name was Mitch Gonzalez.
P&G chief brand officer wants industry to have 'quality, civility, transparency, privacy and control'.
"This was a profound and painful moment. The pain and disappointment because of those people I let down. I asked myself, 'Do I slink away or step up?' I decided to step up."
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