Brian Steinberg Senior TV EditorOne of the nation’s most traditional advertisers is breaking the rules on Madison Avenue.Procter & Gamble, which spends millions to call attention to high-profile products like Crest, Tide and Pampers, will negotiate directly with media outlets going forward -a move that is likely to take it out of typical “upfront” discussions that involve letting media-buying agencies utilize its ad spend for leverage in these annual talks between marketers and U.S.
TV companies.Procter has been a driving force in the TV-upfront market for decades, owing to its massive annual outlay for TV ads.
But the company has, along with several other large advertisers, sought to make changes in recent weeks. “We almost always end up.
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