How partnerships unleash Procter & Gamble creativity

Looks at how P&G is changing the game of advertising through partnerships.

Partnering for growth

This article is part of a series of articles on partnering for growth. Read more.

As brand steward for the world’s largest advertiser, Marc Pritchard realises even Procter & Gamble cannot do its best work all by itself.

Indeed, partnerships have become a critical part of the chief brand officer’s program to engage consumers all over the world.

 “We had to significantly raise the bar of creativity and make sure that every ad we produced was useful – or interesting – in some way,” Pritchard told delegates at New York Advertising Week 2019. “When people...

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