India  
NewsR.in
> >

Procter & Gamble’s New Partnerships: Merging Advertising With Other Creative Worlds

Video Credit: BeetTV - Affiliate - Duration: 03:15s - Published < > Embed
Procter & Gamble’s New Partnerships: Merging Advertising With Other Creative Worlds

Procter & Gamble’s New Partnerships: Merging Advertising With Other Creative Worlds

CANNES--Procter & Gamble’s first-ever P&G LifeLab installation at the Cannes Lions International Festival of Creativity is part of the company’s effort to “reimagine creativity to reinvent advertising” through a variety of new creative and technology partnerships.

“We’ve been focusing on reinventing brand building for the past couple of years, a lot on media, a lot with agencies, a lot with innovation and now advertising,” P&G Chief Brand Officer Marc Pritchard says in this interview at Cannes with Beet.TV.

“What we’re trying to do is merge the ad world with other creative worlds of film making, music, comedy, technology, journalism and the encouragement that I would provide is for others to join forces with these worlds.” P&G LifeLab showcases the integration of technology into brands to create better consumer experiences.

“It includes a partnership with Thrive and Arianna Huffington where we’ve embedded her micro steps for positive mental well being and emotional well being into our everyday products like Oral B,” says Pritchard.

Also within P&G LifeLab is the company’s SK-II FutureX Smart Store “so you can get the entire retail experience, which kind of replaces advertising to a large extent,” Pritchard adds.

A creative partnership with John Legend integrates multiple genres to explore various aspects of humanity and the human experience—including parenthood, modern masculinity, music and social justice—with P&G and its Pampers, Gillette and SK-II brands.

“We have a partnership with Saturday Morning premiering THE LOOK, a film that will help change your perspective on racial bias and it includes VR experiences from Verizon Media RYOT so you can immerse and have empathy at the same time.” THE LOOK follows The Talk, which two years ago addressed racial bias and the Black Lives matter social movement, as Campaign reports.

“Finally, to make sure that we can get diversity and inclusion behind the camera, we’re working with Alma Har’el on re-launching Free the Bid into Free The Work, which will get women and underrepresented creators behind the camera,” Pritchard says.

“We love our existing agencies, and add on top of that creative partnerships with these different geniuses to be able to create a new abundance of creativity.”

0
shares
ShareTweetSavePostSend
 

You Might Like


Recent related videos from verified sources

Atlético Madrid: Coraje y Corazón | Derby Days Presents... [Video]Atlético Madrid: Coraje y Corazón | Derby Days Presents...

In Part 3 of this special series, Eli speaks with Atlético Madrid supporters in both Madrid and New York to understand the passion behind the club’s motto: Coraje y Corazón. The other club in..

Credit: Copa90     Duration: 05:28Published

New Emojis Unveiled To Mark World Emoji Day [Video]New Emojis Unveiled To Mark World Emoji Day

We’ll soon be able to start using new inclusive emojis, including wheelchair users, a guide dog, prosthetic limbs and a hearing aid. The emojis will launch as a part of a large keyboard update by..

Credit: HuffPost UK STUDIO     Duration: 01:12Published

Brands Like Bose Wants Flexible, All-Platform Ads: Kremser [Video]Brands Like Bose Wants Flexible, All-Platform Ads: Kremser

CANNES -- Brands these days aren't asking for much - just the ability to deliver the right message to the right consumer at the right time, across all media channels, globally and in real-time. If that..

Credit: BeetTV - Affiliate     Duration: 04:01Published

Uni students receive degrees in UK's wackiest way [Video]Uni students receive degrees in UK's wackiest way

SWMDrollercoaster - By Jack Evans News Desk - 0121 712 1950 (words) 0117 9066 552 (pics)[email protected] students took part in the world's wackiest ever graduation ceremony - on..

Credit: SWNS STUDIO     Duration: 00:50Published

Environmentally friendly: newsR is hosted on servers powered solely by renewable energy
© 2019 newsR Ltd. All Rights Reserved.
About us  |  Contact us  |  Disclaimer  |  Terms & Conditions  |  Content Accreditation
 RSS  |  News for my Website  |  Free news search widget  |  In the News  |  DMCA / Content Removal  |  Privacy & Data Protection Policy
How are we doing? FeedbackSend us your feedback  |   LIKE us on Facebook   FOLLOW us on Twitter  •  FOLLOW us on Pinterest