P&G's three principles of marketing creativity

Sam Peña-Taylor

Procter & Gamble, the consumer packaged goods manufacturer, is drawing on three creative principles as it seeks to deliver breakthrough campaigns.

As consumers tighten their belts and fears of a recession grow, many brands will instinctively pivot towards functional messages and rational appeals.

But Marc Pritchard, chief brand officer at Procter & Gamble, the consumer goods giant, believes that creativity in marketing is vital in good times and bad, and not just a luxury for when the economy is booming.

“It [drives] market growth which, in turn, creates value and that leads to good,” he told delegates at the Cannes Lions International Festival of Creativity 2022.

“It's creativity that makes markets bigger; that inspires innovation to attract more people to markets;...

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