WARC Talks: P&G’s culture of creative effectiveness

In this episode of the WARC Podcast, WARC’s Aditya Kishore investigates Procter & Gamble’s culture of creative effectiveness with the company’s David Grebert, Group Vice President and Head of Global Brand Building Integrated Communications.

• Speaking at the 2023 Cannes Lions festival, the pair discuss how advertisers can build ways of working that help them invest in creativity and prove its effectiveness.
• Touches on how P&G pursues and measures creativity, its internal training and development process, and building successful brand-agency partnerships.

Listen to the episode in full here 

Timestamps

02:28 – What started the journey into creative effectiveness at P&G.

06:55 – Measuring creativity.

12:33 – Pre-testing at P&G.

14:18 – Communications seminar and internal training.

16:27 – Working with agencies.

18:12 – How has creative effectiveness helped your brands?

21:41 – Advice for people looking into creative effectiveness.