A sense of purpose

Marc Pritchard, global marketing officer of Procter & Gamble, embraced 'purposeful marketing' to think of serving "people" rather than "consumers" to help drive results.

A sense of purpose

Todd Wilkinson

Procter & Gamble's Marc Pritchard isn't the first global marketing officer to embrace "purposeful marketing," but few creative executives have inspired more contemporaries to pay attention to what it represents in 21st century brand management. In fact, at last year's ANA Masters of Marketing conference, Pritchard literally brought industry faithful to their feet with a rousing call to purposeful action.

Passion for the bottom line, Pritchard contends, needs to be complemented with expressed compassion for humanity and caring for the customer's well-being through products that improve people's lives. It's not a newfangled declaration of...

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