Marc Pritchard Says TV Upfronts Must Evolve and Level the Playing Field

P&G's chief brand officer stopped short of pulling out of the annual advertising marketplace

Photo of Marc Pritchard
The P&G executive called the Upfronts process 'antiquated.' Getty Images

Today, Procter & Gamble chief brand officer Marc Pritchard is challenging the status quo of the annual TV Upfronts system, a $21 billion marketplace that itself is undergoing a transformation. P&G, he said, will work outside of the system whenever possible, and negotiate directly with the networks.

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@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.