Donnelly argued that this places the emphasis on big-brand advertisers to create integrated marketing campaigns capable of working seamlessly across a range of different media.

‘We must avoid segmenting our companies, our people or our agencies into new and old media,' insisted Donnelly. ‘Instead, we must adopt a consistent approach that focuses on the consumer.'

The Marketing Society Marketer of the Year outlined three ‘common sense' rules aimed at helping brand-owners create successful digital campaigns. ‘Consumers are changing every day,' she said. ‘It has never been more important to keep it simple, keep it relevant and keep it involving.'

Procter & Gamble currently spends £179.1m a year on advertising, according to Marketing's Top 100 Advertisers in conjunction with Nielsen Media Research.

However, Donnelly insisted that investing time and money into researching campaign effectiveness is more important than having a multimillion pound budget.

(Source: Media)