Consider the massive digital consumer engagement footprint of P&G, the world’s second largest CPG major: more than 65 unique brands across 80 different countries, with hundreds of brand variations, more than 800 online properties and a digital marketing budget surpassing $1 billion. It’s an envious position to be in, but such great size and reach also brings great complexity, especially in digital marketing. Think about the fact that each of these brands may use multiple agencies across countries for digital marketing, not only for creative work but also for technical work. In the days of banner ads, basic HTML, and email blasts, such an approach may have been manageable. But as digital technology became more complex, a massive inefficiency was exposed with each agency d

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