How P&G overcomes 'creative difficulty'

Stephen Whiteside

Procter & Gamble, the consumer goods manufacturer, is looking to creativity as a powerful resource to help drive market growth.

Procter & Gamble’s stable of products – from toothpaste to shampoo, toilet paper to laundry detergent – is not the most glamorous portfolio in marketing.

But these items do have a huge in-built advantage, according to Marc Pritchard, P&G’s chief brand officer: “For the daily-use products that our brands offer, close to 100% of people are potential consumers,” he said at the 2023 Cannes Lions International Festival of Creativity.

One problem for the owner of Crest, Pantene, Charmin and Tide, however, is that its messaging does not usually achieve an equivalent level of exposure. “Today, we reach only about 50%...

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