Partnering for growth

This article is part of a series of articles on partnering for growth. Read more.

At a glance

P&G is using partnerships as a force for change and a critical tool in its creative armoury to engage with consumers.

Why it matters

Every day, P&G alone, reaches 5 billion people through its advertising. And the world’s biggest advertiser is using these moments to move beyond product to what Pritchard identified as “areas of citizenship” through a series of creative partnerships.


These partnerships are empowering the CPG giant to cut through audience fatigue with advertising and “connect with people’s heart and minds.”

As brand steward for the world’s largest advertiser, Marc Pritchard realises even Procter & Gamble cannot do its best work all by itself.