P&G looks to replicate $65M success after taking media planning, buying in-house in fabric care
Over the course of a year, Procter & Gamble’s U.S.-based fabric care brands saved roughly $65 million in advertising spending by bringing media planning and buying capabilities in-house, P&G CFO Andre Schulten said.
“When you think about fabric care, everybody is doing laundry,” Schulten said during P&G’s second quarter earnings call on Thursday. “So you’ve got a very wide target that you need to reach. And the fabric care team in the U.S. has brought their media planning and buying in-house, developing proprietary algorithms to better place ads during the TV programming, for example, and that in and of itself has allowed $65 million of savings in one year, while increasing frequency.”
Beefing up its in-house capabilities has been a multi-year process for P&G, which previously moved media planning and buying for some of its brands that were handled by Dentsu Carat to in-house teams. Per Schulten’s remarks during Thursday’s call, it’s likely P&G will continue to ramp up its in-house capabilities this year. P&G declined to answer follow up questions from Digiday.