'Antiquated' Buying

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Are upfront negotiations about to change? Marc Pritchard, chief brand officer of Procter & Gamble—the world's largest advertiser—at least said last week that the process was "antiquated." In addition, the Association of National Advertisers called for transformation in the TV ad buying process earlier this summer.

In this, there's some consistency. "The upfront model is changing,” said Kari Marshall, vp of media at T-Mobile, during an Adweek webinar on Wednesday. “I still think that there is value in an upfront type of model. … I think that the evolution of the upfront is just transacting on a different set of inventory, versus the whole thing.”

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