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Gresham House plc

Balancing Performance Marketing with Agency Spend

As part of a drive to modernise its marketing spend, US FMCG giant Procter & Gamble (P&G) recently announced a shift in priority, moving away from traditional mass marketing methods towards performance marketing channels, as well as reducing ‘agency compensation’ through automation.

In this exclusive analysis for ExchangeWire, Hannah King, media planning director at agenda21, discusses the potential advantages, and pitfalls, of brands moving to targeted marketing approaches, alongside how existing agency relationships should be maintained.

Gresham House Strategic PLC (LON:GHS) has a 9.5% ownership of Be Heard as of March 2018. GHS fund invests in financial services, media, information and communication technology, digital information and technology, healthcare, and life sciences.

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