P&G’s reinvention formula for advertising, partnerships, media and brand citizenship

Procter & Gamble, the consumer packaged goods manufacturer, is transforming its marketing operations to ensure its messaging remains impactful and relevant to consumers.

Procter & Gamble believes that 2020 will herald an unprecedented era of disruption when it comes to building brands.

“The next decade will bring exponential changes in innovation and the greatest leap forward in creativity the world has ever seen,” Marc Pritchard, P&G’s chief brand officer, told delegates at CES 2020, an event held by the Consumer Technology Association (CTA).

“We’re reinventing innovation and brand building to reinvent superior consumer experiences and drive growth,” he continued. “At the same time, we’re also leading constructive disruption by reinventing brand building – from wasteful mass marketing to precision one-to-one brand building on...

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