Robert Wehling, global marketing officer at Procter & Gamble Co., on March 2, revealed two ways P&G, which spends $1.2 billion a year in advertising, can cut through the clutter in the ad market: ensure its products are better than competitors' and meet consumer needs, and second, along with agencies, come up with great creative ideas. Speaking at the American Association of Advertising Agencies Media Conference in Orlando, Mr. Wehling said: "A great commercial will break through any clutter out there.'' He cited specifically a recent Folgers coffee campaign from D'Arcy Masius Benton & Bowles, New York, that immediately began to pay dividends in calls to an 800-number and consumer interest. Also at the conference, the Four A's released its annual clutter study, which revealed that non-programming time on network TV reached an all-time high of 16 minutes, 43 seconds per hour. Daytime network clutter also was at an all-time high of 20 minutes, 53 seconds per hour.
Copyright March 2000, Crain Communications Inc.