P&G CEO: We will be the disruptors in our industry
Molly FlemingIn the face of disappointing results and modest increases going forward, P&G hopes a focus on innovation and investment in ‘natural’ products can kickstart growth.
P&G on why diversity has to be about more than ‘showing up with a rainbow bottle’
Molly FlemingP&G’s documentary on employees’ fight to add sexual orientation to its equal opportunity statement in the 1980s was just the start; it is now looking to shift the dial on diversity further by having the difficult conversations.
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P&G shakes up agency models as it puts the focus back on creativity
Molly FlemingProcter & Gamble is introducing three new agency models, including a a multi-agency group that will include the best talent from rival agencies as it looks to get the focus back on creativity.
P&G to cut agency roster by another 50% as it looks to ‘reinvent’ relationships
Sarah VizardThe FMCG giant plans to cut agencies on its roster to just 1,250 as it looks to automation and in-housing, and more “fixed and flow” arrangements.
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P&G: If you aren’t doing multicultural marketing, you aren’t doing marketing
Sarah VizardCannes Lions 2018: Marc Pritchard believes the days of marketing to a general audience are over, and with people wanting to see themselves in ads brands will have to start representing their whole audience.
P&G rebrands Fairy to Fair to get people talking about LGBTQ+ rights
Molly FlemingP&G is leveraging “the size and iconic nature” of Fairy to spark conversations about LGBTQ+ rights as it aims to live up to younger consumers’ value systems.
Watch: Ritson on how Gillette convinced consumers to switch to a more expensive razor
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion.
Watch: Ritson on how Dove’s Real Beauty campaign found the perfect balance between long and short
Marketing Week ReportersIn this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost.
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P&G puts focus on reach: It’s a more important measure than spend
Ellen HammettThe marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequency to boost the number of people it reaches.
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Watch: Ritson on how Febreze used consumer insights to drive effectiveness
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how P&G’s Febreze went back to basics to understand how it could reclaim its key brand attribute in what had become a generic category.
Watch: Ritson on the effectiveness of Tide’s 2018 Super Bowl ad
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how Tide used a key strategic insight to defend its significant price premium and market share in an increasingly commoditised market.
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Tide’s award-winning Super Bowl ad is the best of marketing and creativity
Mark RitsonProcter & Gamble’s US Tide brand delivered a perfect brief and chose a brilliant piece of creative by Saatchi & Saatchi, making it a deserved Grand Effie winner.
The real impact and effectiveness of Gillette’s ‘#metoo’ ad
Sean GogartyThere are a few criteria which need to be met for strategic brand purpose work and stand a chance of delivering, which leads to the conclusion Gillette’s ‘#metoo’ ad was a waste of time and money.
P&G sees growth opportunities in grooming market despite poor results
Ellen HammettOrganic sales of grooming products were down 1% in its third quarter results, marking another tough period for the category, but the world’s largest advertiser believes all is still to play for.
P&G puts Facebook and Google on notice: ‘Too much time is spent fixing problems rather than delighting customers’
Sarah VizardP&G’s brand boss Marc Pritchard believes the digital media industry needs to move beyond “endless retrofitting and clean-up” to instead create a “new media supply chain” focused on quality, civility, transparency, privacy and control.
How Oral B is using AI, data and smart mirrors to take the brand beyond oral health
Ellen HammettThe P&G-owned brand is testing a number of innovative prototypes beyond smart toothbrushes as it looks for ways to make its brand a bigger part of consumers’ lives.
How Coca-Cola, Lego and Gillette tapped into the wisdom of crowds
Sarah VizardGillette, Lego and Coca-Cola are among the big brands using crowdfunding as a means of increasing the speed and reducing the risk of innovation, while getting rare direct access to consumer data and feedback.