• by Joe Mandese  @mp_joemandese, June 22, 2012

Silicon Valley and Wall Street may think Yahoo is toast – or at the very least, a wounded beast – by not the folks on Madison Avenue and in Cincinnati, think it’s a new kind of media company that’s worth partnering with because of its ability to connect with consumers.

“What I see Yahoo as, is  a technology-driven media company,” Procter & Gamble marketing chief Marc Pritchard said during a Cannes Lions panel discussion moderated by Publicis chief Maurice Levy, and also featuring Yahoo chief Ross Levinsohn.

“We have a number of strategic partnerships with agencies and media partners,” Pritchard told Cannes attendees, adding that when Levinsohn took the helm of Yahoo he told him, “I made the point that a successful Yahoo is good for P&G.”

Mainly he said it has resulted in a collaboration that has resulted in “fresh creative content vs. an ad buy.”

Pritchard said that digital platforms are the perfect medium for P&G’s brands, which need to reach consumers all the time, because, “The digital world is perfect for us, because it is always on.”