Creativity that grows markets is the next reset for brands, says Marc Pritchard, Procter & Gamble’s (P&G) chief brand officer. He believes creativity and authenticity should be at the core.
Speaking at the Cannes Lions International Festival of Creativity, Pritchard said it’s the creative ambition P&G is setting for its brands. But he acknowledged that it’s hard work and requires rethinking every aspect of creativity.
“Improving creative effectiveness will result in more customers and create more value in the long run. Growing markets is the highest-order ambition because it attracts more people into the market to serve them with more of the best-performing products. When we delight more people it creates more value, making the size of the pie bigger for all to share in.”
Creative difficulty is high to achieve the reset bar on creative impact. @MyCascade and Fairy are helping consumers build new habits to save water and energy by turning to short; scrape, load, done and…do it every night (run the dishwasher). pic.twitter.com/xpLvVmltvd
— Procter & Gamble (@ProcterGamble) June 20, 2023
Pritchard highlighted P&G’s recent successes with brands Pampers and Gillette. He stated that close to 100 percent of people are potential customers, however, its current media and advertising reach only about 50-70 percent. The executive pointed out that this leaves a lot of room for market growth and warned marketers against a wide brush-stroke approach. Pritchard said precision is needed because each person wants something that meets their unique needs in relevant ways given the context of their lives.
He revealed P&G’s approach to insight. It’s all about engaging with consumers, be it in homes, stores, e-commerce platforms, games, or apps. Brands also have to reach out through ad testing, proprietary research, and product testing, combining analytics with human intuition to find insights for creativity that elevates the brand experience. Pritchard believes in resetting the bar for creative inclusion to serve each and every person beyond narrowly defined target audiences to reach all potential consumers in the market.
He explained that for the cleaning, health, and hygiene products the brands offer, people may have different needs on the basis of their age, gender, race, ethnicity, socioeconomic situation, gender identity, sexual orientation, ability, and residence. It requires more precision and relevance. As such, Pritchard called on marketers to raise the bar for creative impact. This is where artificial intelligence (AI) comes in. The P&G boss believes AI has endless possibilities. Creative MVPs can combine their human genius with the power of AI to clear the highest bar of creative effectiveness – market growth.
AI will rule creativity and holds the future of advertising and marketing.
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