Mastering Amazon and Alibaba Is the Key to Driving Growth for Brands

P&G's Marc Pritchard explains how they can be good for big companies

When Marc Pritchard, Procter & Gamble’s chief brand officer, addressed the 2,700 attendees at the Association of National Advertisers’ Masters of Marketing Annual Conference in Orlando, Fla., last week, he mentioned how working with ecommerce players Amazon and Alibaba has helped accelerate P&G’s $3 billion ecommerce business while also reducing digital ad waste by roughly 20 percent. Adweek sat down with Pritchard after his ANA talk to learn more about how P&G’s relationship with Amazon and Alibaba, creepy ads, what mass one-to-one marketing actually is and how long it’ll take to get there.