P&G’s Pritchard makes a pitch for a purpose-driven marketing industry

Geoffrey Precourt

Marc Pritchard, the chief brand officer of consumer goods giant Procter & Gamble, believes that the marketing industry should truly embrace purpose-driven strategies and communications.

Even as Procter & Gamble has made a powerful global mark with purpose-driven messaging, its chief brand officer is now calling for a purpose-driven marketing industry.

Marc Pritchard, chief brand officer, Procter & Gamble

“Understanding leads to attitude change, which leads to behavior change, which leads to action,” Marc Pritchard told delegates at Advertising Week New York 2018 during a seminar held by the ANDY Awards. “And change won’t come if leaders can’t come to grips [with it] and aren’t willing to go ahead and weather the storm.”

The upside to the current state of affairs? “What’s exciting...

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