Speaking at Dmexco, the chief marketer from the world's largest advertiser, asked, "Try and resist thinking about digital in terms of the tools, the platforms, the QR Codes and all of the technology coming next. We [Procter & Gamble] try and see it for what it is, which is a tool for engaging people with fresh, creative campaigns ... the era of digital marketing is over. It's almost dead. It's now just brand building. It's what we do."

He made this statement after running a video advertisement for a Braun electric shaver that initially ran online only, ignoring all traditional marketing, driving sales before running through traditional media.