The demand for consumer-packaged goods in the wake of Covid-19 continues to upend the regular patterns that connect commerce and performance.
From March 2020 through February 2021, both in-store and online CPG sales rose 14% compared to the previous 12-month period, according to data from NCSolutions.
But with new opportunities come new challenges, and Marc Pritchard, Procter & Gamble’s chief brand officer, led the company’s push to add more performance marketing into the advertising mix while navigating the tumult that was 2020.
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