How Procter & Gamble escaped the content "crap trap"
Marc Pritchard, Procter & Gamble's Chief Brand Officer, boasts an ad budget topping $9 billion a year – and is tasked with turning these funds into compelling messages for offerings like Always, Pantene, Tide and Gillette.
"When we're at our best, we paint a brand masterpiece, clearing the highest bar of creative brilliance," he told delegates at the 2016 Cannes Lions International Festival of Creativity. "But, too often, we produce – well – crap.
"Craft or crap? That's our creative challenge."
While the Cincinnati-based enterprise claimed 21 awards...