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P&G takes a page from DTC playbook for its skin-care brands

The Content Council on January 17, 2019 - 8:49 am in Brands

For some of its skin-care brands, P&G is eschewing TV in favor of more performance marketing tactics, more common with so-called digitally native or direct-to-consumer brands that are now its competition. Marc Pritchard, the advertiser’s chief brand officer, said that for Olay, in particular, television is becoming less important. Instead, it has “increased [spend] in influencers and using more PR and social media as a key driver.”

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