John Fix

John has built a 27-year career at P&G, working across the departments of Engineering, R&D, Market Research, and Marketing. This diverse experience has given him a broad understanding of products and branding. After his recent retirement from P&G, he founded his own consultancy, collaborating with media and data agencies. John is recognized for playing a leading role in P&G’s successful transition into audio advertising.

Integrating audio in P&G’s traditional media strategy

His story is about letting go of a deeply rooted media strategy at one of the world’s largest advertisers, Procter & Gamble, where the focus had long been primarily on television.
The solution John proposed was simple: audio. Audio offers the potential to generate reach at favorable costs. Yet, despite its clear advantages, it was initially not considered by any brand team. He explains that it ultimately took five years to integrate audio into P&G’s media mix—a process that required challenging long-standing beliefs and habits to give audio the place it deserves within the strategy of a global advertising giant.
John Fix’s insights on audio advertising—particularly in radio and podcasts—highlight the power of audio in enhancing brand recall, emotional connection, and brand awareness. He offers a practical framework for brands to effectively integrate audio advertising. By focusing on effectiveness, scalability, creativity, data, and (sonic) branding, companies can maximize the impact and reach of their audio efforts.