Procter & Gamble knows the power of moving beyond stereotypes and clichés in advertising.

"Our most gender-equal campaigns – like Always' 'Like a Girl' and SK-II's 'Change Destiny' – are [connected to] our fastest-growing brands," Marc Pritchard, P&G's chief brand officer, explained at the Association of National Advertisers' (ANA) 2018 Multicultural Marketing & Diversity Conference.

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Marc Pritchard, chief brand officer, Procter & Gamble

Instead of basking in such favorable outcomes, the top marketer at the world's biggest advertiser has trained his sights on a no less significant – and, potentially, extremely valuable – opportunity that would build on its on-going positive, accurate portrayals of women.