The news: Procter & Gamble will take back the title of the world’s top advertiser from Amazon this year, per Ad Age Datacenter.
The bigger picture: While it won’t put the debate on advertising effectiveness to bed, it is noteworthy that consumer brands like Coca-Cola, which cut ad spend in 2020, experienced dips in revenues.
What’s next? Some say P&G’s reinstatement as the world’s top advertiser may not last long since Amazon has the capacity to increase ad spending at any time.
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