Brands have a responsibility to make a difference and drive change according to Katharine Newby-Grant, Procter & Gamble’s marketing director and hair care commercial director for Northern Europe, who spoke at the Creativity+Humanity conference hosted by Hill+Knowlton Strategies (London, September 2018).
In conversation, Newby-Grant explained why it is vital that brands make work that matters and represent the audiences they serve, as it is now a consumer expectation.
Three steps towards unlocking the power of creativity
1. Be authentic
“There’s got to be an intuitive link”, said Newby-Grant, between a brand and the subject it is communicating. Only then...