P&G’s Marc Pritchard: Let’s Forget the Tech and Fall Back in Love with the Idea
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Kicking off the day at the American Association of Advertising Agencies’ biggest annual conference in New Orleans, Procter & Gamble Global Brand Building Officer Marc Pritchard delivered a call to action to advertising creatives.
The message? Forget thinking about how to make a vine or sending out the most clever tweet. Instead, focus on how to connect to consumers using ideas so big they’ll work on any platform.
Mr. Pritchard who, despite being a marketing leader at one of the largest advertisers in the world, began his talk by lamenting that in his world — one of selling unsexy products like soap, toilet paper and diapers — it can be tough to break through and resonate with consumers. “Getting people to pay attention to our brands is a heck of a creative challenge,” Mr. Pritchard said. “We all know that our creative challenge has never been harder because of the dizzying array of connections” consumers are making, he said, referencing a long list of mediums — everything from radio and print to Instagram and Snapchat.
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