P&G claims up to 80% brand growth as it shifts to marketing's next S-curve

P&G claims up to 80% brand growth as it shifts to marketing's next S-curve

New Delhi: Procter & Gamble believes marketing has reached a new inflection point, one where the traditional campaign rules are giving way to a faster, always-on model powered by AI, in-house content creation and retail media. According to Mark Pritchard, Chief Brand Officer, P&G, three long-term shifts are now colliding at scale. Media is fragmenting rapidly, commerce is converging with media, and AI is accelerating both trends. Together, they …