Is That All There Is To It?

Talk about a misleading headline:

P&G Lets Consumers Act as Media Planners


I was expecting something really interesting in which Procter & Gamble were somehow giving control of their media choices to consumers.

Nope. They're just soliciting consumer opinion on some specific ad placements. And not even as a proactive exercise - it's just in response to certain "consumer groups" whining about some of the TV shows P&G chooses to advertise on.

If that's all it takes to "let consumers act as ", I guess every company that's conducted a survey or had a consumer help line is doing this.

And this article is in AdAge, a respected industry publication.