At the National Retail Federation’s annual conference in New York, Procter & Gamble reinforced the axiom that sometimes more is less, and less is more.
During a featured session, Monica Turner, P&G’s svp of sales for North America, said technology is changing consumer expectations and how the company operates, including how brands connect with consumers—even if that means fewer times throughout the year.
“We want to make sure we have relevant messages that have just the right level of frequency versus too much,” Turner said, noting that P&G is leveraging advanced media analytics to find that sweet spot.
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