“Advertising’s Become A Dirty Word Just Don’t Call It Content:” Proctor & Gamble’s GMO

“Advertising’s Become A Dirty Word Just Don’t Call It Content:” Proctor & Gamble’s GMO
SHARE
THIS


What best describes you?

Global marketing boss of the world’s biggest FMCG company, Proctor & Gamble’s Marc Pritchard, has lashed agencies for creating too much “crap” but says advertising – not content – is still a beautiful art when it’s done right.

Speaking at ANA Masters of Marketing conference in Orlando in the US last week, Pritchard told the audience that advertising had become a dirty word in favour of “content”, but urged delegates to resist the change.

“I proudly use the term ‘advertising’ to describe our craft, because it’s a noble and it’s a beautiful craft, and we need to treat it as such,” Pritchard said. “Let’s face it, advertising has a bad reputation. I guess that’s why we’ve been trying to rename it ‘content.'” His comments reported on the industry site Campaign Live.

Pritchard agreed that technology now plays a huge part in advertising but it doesn’t always translate into better creative. On the plus side, technology had brought marvellous new additions for marketers such as AR and VR. However, on the downside we now have things like viewability problems, ad skipping and ad blocking.

“Too often we produce crap,” said Pritchard. “Craft or crap, that’s our creative challenge. Technology enables both.”

Pritchard agreed another of tech’s challenges was how to market Proctor & Gamble products across the myriad of screens that consumers now use.

“In our quest to produce dynamic real-time marketing in the digital age, we were producing thousands of new ads, posts, tweets, every week, every month, every year,” he said. “I guess we thought the best way to cut through the clutter was to create more ads. All we were doing was adding to the noise.”

The company has a rich history of daring creative, 2015’s “Like a Girl” campaign as case in point which proved a huge success financially and otherwise for the brand.

Pritchard said there’d be continued investment in creative and would continue to focus on three key elements – expressing the brand on a creative canvas, elevating the craft, and embracing creativity as a human endeavour. He said that too many brands dwelled on the data when they should be emphasising the creative.”Measurement is not going to make crappy advertising better,” he said.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]