P&G marketing chief: 'measurement is the challenge ahead'

Speaking with The Drum, Sophie Blum, the vice president of marketing for Procter & Gamble’s EMEA and India region, voiced her belief that the increasingly fragmented digital landscape poses the entire media industry with a key challenge it must collectively rise to meet.
On the sidelines of this month's Dmexco conference, the marketer told The Drum she believes her brand has a part to play in creating a “common language and a common kind of metric” that will aid both c