Social-media sites such as Facebook, Twitter and YouTube have become so important to mega-advertiser Procter & Gamble that the company solicited users' opinions to determine which commercial to run during the Winter Olympics in February, according to Marc Pritchard, global marketing and chief branding officer at P&G. Pritchard, speaking at the annual conference of the Association of National Advertisers, contended that "we are at the start of one of the most exciting eras in brand-building history."

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