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.”