‘Do or learn to do’: P&G’s way to data-driven creativity

Trying new things is “the only way to survive right now” for big companies such as P&G says its digital transformation, marketing and communications director, Alexandra Volger.

In the not-so-distant past, Alexandra Volger was launching SK-II’s Snapchat channel, an initiative executed with “great pride” at the time.

In hindsight, however, the move showed how the digital landscape is constantly and rapidly evolving, as Volger believes Snapchat is now "virtually dead" in the region .

Volger, P&G's digital transformation, marketing and communications director was speaking at a panel session about data-driven creativity at ATS Singapore hosted by ExchangeWire. “You really have to keep with the pace of change.”

While in the past there was a playbook for TV or print, there is no playbook for marketers today to turn...

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