P&G’s Katharine Newby-Grant: “If not us, then who? And if not now, then when?”

P&G is profiting from putting diversity, inclusion and sustainable development at the heart of its brand purpose.

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...

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