What We Should Learn From P&G

Announcement Of The week:

It's my birthday month, and I'm grateful for the growth I've acquired in the last 11 months. I'm honestly at peace with every ups and downs I've overcome.?

I'm working on a private initiative. I'm looking for specific programmatic ninjas, and you might be one or know one!

Mission of the initiative:

??I want to help 10-15 programmatic teams ( all levels) go from overwhelmed, overworked, and underappreciated to productive, consistent, and efficient.

??I want to provide a programmatic activation overview and support for less than 22% (not a typo, you read that right) of what it usually costs to hire my team and me.

??I want to offer clarity and actionable insights on Supply Path Optimization from a buy-side perspective so that you are empowered to join in on a sustainable advertising effort.

Here are the criteria to be part of this:

? If you have or are part of a team of 10 or fewer, running programmatic campaigns in DSPs, including Basis Technologies, The Trade Desk, DV360/CM360, simpli.fi, or AdLib…

? You're a programmatic ninja looking to become efficient in their day-to-day, spending less time in manual data pulls and more on strategy.

? You need help and support on how to optimize your programmatic campaigns in 15 mins or less and see client's ROI increase between 15%-35% also leading to more time for business development

? You're constantly pulled in multiple directions and can't find time to do "your work" guilt-free.

If you match the criteria and want to learn, email [VIP] at [email protected] or you can D.M. me [VIP] + email, and we will chat!?

Noteworthy News of the Week:

In our programmatic activation series post #progiolv , we want to applaud and highlight this article from the incomparable Allison Schiff in AdExchanger: P&G's Strategy To Become The Top Spender On Black-Owned Media .

Here are my takeaways:

P&G is using The Trade Desk to power private marketplace deals with Black-owned publishers and support Black-owned ad tech companies. It hopes to eventually reach 80% to 90% of programmatic media across multiple diverse audiences, including Black, Hispanic, and Asian/Pacific.

Procter & Gamble is creating its own content to reach multicultural audiences. This isn't a leap for the company, one of the first brands to sponsor serial dramas on the radio.

P&G has partnered with Queen Latifah and Tribeca Studios to create Queen Collective and Widen The Screen, aiming to increase Black representation on screen and behind the camera across advertising, film, and media.

P&G plans to continue investing in Black-owned media until its overall spending better reflects the complexion of the population.

Actionable Insight:

I usually give you specific bullet points on how to process the knowledge from this article, but it is pretty straightforward, so I will keep it concise and short.?

You can make a change and be part of the change. You can start today by making mindful decisions to widen your views about other cultures or, simply, about other people that look and sound different than you.?

You can do that at work, remove any preconceptions about co-workers, and decide to practice being open-minded, kind (because that's just basic human manner, and we want to make mama proud), and patient.?

It starts at home. If everyone in your environment looks like you, you need to widen your views and make a conscious effort.?

The main takeaway is that we do not need to wait for a brand to tell us how or what to do. Although P&G is an outstanding example, it is a non-negotiable essential and a must to broaden our horizons, and it has to start personally.?

"Our programmatic ads surrounding these stories also need to resonate and be relevant," Eric Austin said. "People need to see themselves reflected as who they are, which builds trust and ultimately leads to purchase." "Our programmatic ads surrounding these stories also need to resonate and be relevant," Eric Austin said. "People need to see themselves reflected as who they are, which builds trust and ultimately leads to purchase."

Vraiment superbe initiative et bravo à P&G!??

D.E.I. shouldn't be DIYed and should most definitely be a "temporary fix".?

Ask questions about diversity, equity, inclusion, and representation.?

Ask your partners and clients what they do to encourage this conversation and what kind of actions are they taking! Hold them to it!?

It starts with you.?

Be the Beyoncé in your agency or company, and decide not to work with partners and vendors that do not represent you and your audience.

During the New Fundamentals of Programmatic Activation, I shared a few examples of an internal workflow (what that could look like for you) and a standard media map we've used with current and past consulting clients.?Download the deck here !?

Make sure you email me [VIP] at [email protected] or D.M. [VIP] + your email to join the initiative I'm leading.?#birthdaycelebration ?in Full ??????