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Marc Pritchard, Chief Brand Office, Procter & Gamble

Marc Pritchard has a profound question for brands and agencies everywhere.

“What if we could reimagine creativity to reinvent advertising?” Procter & Gamble’s chief brand officer – and the steward of more than $7 billion in adspend per year – asked at the 2019 Cannes Lions Festival of Creativity.

“Now,” he admitted, “that may seem like a very odd question coming from one of the world’s largest advertisers. But it’s very important to ask, because the world of advertising is being disrupted.”

Drilling down into this subject, Pritchard highlighted several media-related trends that are influencing the new marketing mindset at P&G, a house of brands that includes blue-chip offerings such as Pampers diapers, Gillette’s male-grooming products, Tide detergent, and Always, the feminine-hygiene line.