Aarti Shah 02 Jun 2013 // 11:00PM GMT
CINCINNATI, OH — Procter & Gamble has embarked on a review of media measurement agencies, including those related to social monitoring.
Paul Fox, director of corporate comms at P&G, confirmed the company is “currently reviewing our media measurement practices to ensure we capture the full, business-building value of earned media and its impact on the reputation of P&G and our brands.”
P&G has previously worked with NM Incite, a joint venture between Nielsen and McKinsey, which lists the company as a customer. Its offering is intended to tap into measurement science and management consulting.
Fox noted, “This was a mutual decision to review and we expect it will take several months to complete.”