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In the not-so-distant past, Procter & Gamble once produced massive amounts of unfocused branded content, often to laughable results, like a 10-minute video of a boy raised by goats for Pepto-Bismol and social media posts with chipmunks for Always. P&G's chief brand officer Marc Pritchard, speaking at the ANA Masters of Marketing Conference in Orlando today, was more blunt: "We fell into a content crap trap," he said.
"In our quest to do dynamic, real-time marketing in the digital age, we were producing thousands of new ads, posts, and tweets because we thought the best way to cut through the clutter was to create more ads," Pritchard explained.