P&G marketing chief urges 'do and learn' experimental culture
By Staff, marketingmagazine.co.uk, Thursday, 22 March 2012 08:40AM
Procter & Gamble (P&G) global marketing and brand-building officer Marc Pritchard has encouraged UK marketers to adopt a "do and learn" experimental culture in the face of changing consumer behaviour.
Speaking at last night's (21 March) WACL dinner in London, Pritchard outlined the FMCG giant's strategy to develop "lifelong, one-to-one relationships in real-time with every person in the world" – in particular the need to experiment to reach consumers in a new digital and mobile environment.
He said: "Since we are all building brands in a digital world, I would encourage you to 'do and learn'. We are trying to make this shift ourselves at P&G – and it's not always easy. But we have to try new things, be accepting that some things won't work and learn why.
"The rewards can be best in class brand building, market share growth, and even better, a powerful impact on people."
Pritchard also spoke of his ambition for P&G to be "part of the Olympic conversation" in the UK, through its global partnership with the International Olympic Committee and it's on-going 'Thank You Mum' ad campaign.
He said: "We all know that London 2012 is going to be all the more exciting because it will be the first truly digital games. We'll still be bringing blockbuster ads to the nation's screens to tug at the heart strings, but we're also driving our campaign across digital platforms like never before.
"We want to be a part of the Olympic conversation in London and around the world. And we're going to use our voice to celebrate, recognise and reward the role that mums play in all our lives."
This article was first published on marketingmagazine.co.uk
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