Procter & Gamble’s chief brand officer Marc Pritchard said it best: It’s time to “double down.”
That sentiment may feel counterintuitive right about now. Indeed, as we head into the back half of this year, there seems to be little doubt that the advertising industry, along the rest of the U.S. economy, is bracing for some headwinds. If nothing else, marketers are likely to face uncertainty in the coming months—and it’s natural during such times to seek out advertising strategies that promise some semblance of certainty.
Yet
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