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.

123675f02

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 for me about the work that’s happening today is that people are stepping up,” he offered.

“And they’re stepping up to do good work like this. And it makes a difference.”