P&G's new business focus: from selling products to improving lives

This paper covers the presentation of Marc Pritchard, Procter & Gamble's global marketing officer, to the 2010 Association of National Advertisers annual "Masters of Marketing" conference.

Mandate from Procter's Pritchard: A Purpose for Every Brand

Geoffrey PrecourtWarc

To hear Marc Pritchard, Procter & Gamble global marketing officer, you would not have guessed that the world's largest marketer had managed to increase sales seven percent in the first quarter of 2010:

"Welcome to the wonderful world of vertigo," he offered to the keynote audience at the 2010 Association of National Advertisers (ANA) annual "Masters of Marketing" conference. "The world as we have known it is not coming back. Technology is bombarding us…. And the credibility of major companies has been shattered. There's a lot of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands