Unilever, P&G, other companies prepare plan to use digital space

Challenge for advertisers is to get brands to talk to consumers in a consistent voice across media

The marketing heads of two of the world's largest consumer goods companies Unilever and Procter & Gamble (P&G) had interesting comments to make recently about digital and its impact on brand marketing, giving an insight into how these firms intend to navigate this cluttered and competitive space in the future.

Marc Pritchard, P&G's chief brand officer, was candid in his assessment of digital, saying it needed “to grow up” if it had to effectively deal with the issue of ad blocking and a spurt in technology that allowed consumers to skip or avoid ads and branded content. For an advertiser