Sunday, 24 October 2010

The P&G way

Marc Pritchard, global marketing officer, the Procter & Gamble company, gave an impressive motivational keynote at the recent Association of National Advertisers' (ANA) conference.

You can see his platform in full via YouTube courtesy of the ANA marketers. For those who don't have time to view, here are some of the highlights:

"Brand building is the of the most positive forces in the world for doing well, and doing good." Marc Pritchard, speaking at the ANA conference, Thursday 14th October

Marc's tips for marketers:

1. Change the definition of why our brands exist - seek our the bigger purpose that fits with their core benefit
2. Change our understanding of marketing - not marketing to but 'serving with'
3. Change the definition of who we serve - 'people' not consumers, a deeper definition
4. Change our advertising - to tap those deeper human insights
5. Change from small incremental ideas to big ideas that build brands and make people into brand ambassadors.

Marc's view of how to make integration work:

It takes fundamental management change. P&G have cut out the silos, brought all their internal marketing disciplines together into 50 brand groups led by 50 brand franchise leaders.

They've done the same with their agencies too: creating 50 brand agency leaders/partners with responsibility for weaving all P&G agencies into a cohesive team.

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