By Seb Joseph

Procter & Gamble (P&G) is working to get the right blend of precision with mass-reach in its marketing after previously admitting that it had targeted excessively online.

It doesn’t have to be an “either or” debate, opined Gerry D’Angelo, the global media director for the world’s largest advertiser at the Festival of Media in Rome this week (9 May).

“The approach I’m trying to instill here is to make sure we’re using all the technology to drive scale and reach and then once that’s in place we can use that muscle memory to build personalisation,” he said.

D’Angleo’s talking about Read full story ›

Source: The Drum