P&G's Pritchard: Pantene's recovery plan, the role of insight and 'real-time' marketing

Geoffrey Precourt

"If you don't make products that serve people's needs, get out of the business," Marc S. Pritchard, Procter & Gamble's (P&G) Global Marketing and Brand-Building Officer, told the Association of National Advertisers (ANA) 2012 Masters of Marketing conference in Orlando, Florida.

Photo: Clarion Pictures (taken at 2012 ANA Annual Conference)

That was the core theme of a keynote presentation that focused on P&G's changing approach to marketing – and the underlying truths that give the company long-term focus.

Pantene looks for a brand truth

One P&G brand that served people's needs, and then lost its way, is Pantene.

In the 1980s, "big hair" was an important fashion and style consideration for the American woman.