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Mar
19
Where P&G Whiffles, J&J Wins?
Filed Under Advertising, Digital Signage
It’s been too long since I’ve posted - a full week and a half! Apparently the Digital Signage world is heating up because I’ve barely had time to breath!
Either way, time to get back on the horse.
I’m not sure who has noticed but Ad Age has positioned an interesting little war on their site in dueling articles about P&G and J&J. P&G being the single largest marketer/advertiser in the world and J&J not exactly a slouch themselves. One of the articles is written by Jack Neff (J&J), the other by Hoag Levins (P&G).
Some things to know about these two companies and why I feel this relates to Digital Signage:
P&G Posturing?
1.) If you’ve been paying attention to the rhetoric over the past little while (2 years or so), you will have no doubt have heard P&G waxing poetic over how they are championing this monumental shift in their approach to marketing and advertising - away from their traditional spending strongholds and into “relationship media”. Listen to this Podcast - I think you’ll find they’re not moving so fast in that direction.
P&G Strong-arming?
2.) If you are in the Digital Signage business you need to be aware of P&G’s “P.R.I.S.M.” initiative because it could/could have had (who knows who’s adopting it other than Wal-Mart and good luck forcing this model on any retailer smaller than Wal-Mart) massive implications to in-store retail networks. I personally think their approach is fundamentally flawed and self-centred but more on that later. It’s run by these guys.
P&G’s Contribution to fragmented media metric standardization
3.) PRISM vs. POPAI vs OVAB vs. CODA vs OAAA vs Neilsen vs….who else wants in? Apparently no one REALLY wants a standard…that would make it too easy. Everyone wants to be the next Nielsen and no one really wants another Neilsen to own a space like this and let what happened to TV happen again. P&G had a chance to focus the efforts of the industry on a common metric until they didn’t get what they wanted and decided to do their own thing.
Competitors Adopting?
4.) Johnson & Johnson has quietly killed $250 Million (or 20%) off its “measured media” (aka traditional media for us laymen) in the last year and still raised it’s revenues over 6% to $53.2 Billion
What I find pretty amusing about this is that 2 years of P&G rhetoric has seemingly forced its competitors to start to adopt new ways of doing things as a response to a competitive threat. When P&G speaks, people generally listen - really hard. Now whether they were just making statements trying to shake their competitors to do something foolish or whether the P&G Generals actually wanted people inside P&G to adopt this is an open question.
Lucky for us, Digital Signage is one of those new “unmeasured” (ha!) mediums that they’re pointing to, discussing and a big potential winner in this area….
….but while everyone’s pointing to P&G for spend, maybe we should all go help out J&J while we wait for them 
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2 Responses to “Where P&G Whiffles, J&J Wins?”
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Good post. I have been noticing that as well with P&G for some time. They have been talking about shifting the dollars to new media but their actual spending doesn’t seem to match up with their statements.
[…] hasn’t done anything about it, unlike it’s competitors. You can see my whining about it here. It now looks like they’re really starting to make moves to address the shifts in media […]