In this era of digital, Procter & Gamble is paddling against the tide by claiming that print ads are crucial to its mission to recruit new customers.

In an interview with Ad News, the US FMCG giant claimed, “Our marketing needs to do more than drive awareness. We need to connect with our consumers and convince them to try our products and print advertising plays a significant role in driving this consideration. Print gives us the ability to tell our stories via bespoke executions that help us better serve our consumers in Australia.”

P&G went on to explain that print publications have strong brand equity and therefore a unique ability to build trust. “A strong media brand is incredibly valuable to advertisers as it has strong connection and trust with its readers and the power to influence them and encourage trial. We’ve seen great success in partnering with print and magazine brands on bespoke campaigns to drive trust and advocacy of our brand benefits and promise.”