TITLE

P&G effort to set online ad policies moves to Europe

AUTHOR(S)
Wentz, Laurel
PUB. DATE
June 1999
SOURCE
Advertising Age;6/7/1999, Vol. 70 Issue 24, p49
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the decision of Procter & Gamble Co. (P&G) to take its FAST Forward initiative, designed to promote and set guidelines for Internet advertising, to Europe in the summer of 1999. FAST Forward Europe held its first summit to attract members and set goals on June 1-2, 1999 in Amsterdam, the Netherlands. Frederic Colas, co-founder and team leader at P&G Interactive, said the next step will be to release, in about two weeks, draft action plans for six key issues on the FAST Web site. Four of the subjects, each of which will have a committee and a team leader, are similar to the U.S. FAST agenda: try to get more consumer acceptance of digital advertising; come up with new online advertising models; develop a reliable currency for audience measurement; and make it easier to buy and sell online media.
ACCESSION #
1911288

 

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