i3 - January/February 2020 - 8

Tech

By Cindy Loffler Stevens

I N N OVATO R

Connecting Brand
Executives at C Space
C

Space at CES is where the all-stars from marketing, entertainment and media come
together. Top CMOs, content creators, major studios and advertising firms gather
for an immersive experience with many Fortune 100 companies represented.
Located at ARIA on four floors, C Space attracts more than 33,000 professionals that want
to experience how new technologies are changing the way consumers behave and consume
content. Top executives Procter & Gamble's Marc Pritchard, Deloitte's Diana O'Brien and
WPP's Mark Read spoke with i3 about some of the tech issues that impact their businesses,
including the important role of data, and how compelling and authentic storytelling better
connects brands with consumers.

Chief Brand Officer at Procter
& Gamble Marc Pritchard

arc Pritchard, a three-decade veteran of P&G, sets the company's multibillion-dollar media, marketing and advertising strategies, leading marketing innovations for P&G's portfolio of
trusted, quality brands. He joined the company in 1982 as a
cost analyst and moved into marketing in 1987. He has 20 years
of experience in the beauty and personal care categories,
becoming president of Global Cosmetics and Personal Care in
2003. Pritchard served as president of Global Strategy and was named P&G's chief
marketing officer in 2008. He believes in the power of brands to provide people
with superior products while also being a force for good in the community.

Q What is P&G doing to become a force

for good and a force for growth?
A We're reinventing brand citizenship by
moving from brands that are "all about
themselves" to brands that are a "force for
good and a force for growth." Consumers
want to know what brands believe in, their
values and views, and they buy based on
shared beliefs. We're using our voice in
advertising to promote equality. Equality is
limited by bias, and the portrayals of people
in advertising embed memories into our
brains that form bias - so we strive to accurately portray all people - across gender,
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JANUARY/FEBRUARY 2020

race and ethnicity, sexual and gender identity, ability, religion and age. We also periodically take a stand on brand-relevant issues.
For example, Always changed the meaning
of the phrase "Like A Girl" and is now ending
period poverty by donating pads to young
women who miss school because they can't
afford adequate period protection. We're
using our brands to promote sustainability
through innovations like Tide and Ariel cold
water cleaning, and hair care products
made to use without water - designed to
promote responsible consumption just by
using them.

But we know we can't do it alone, so we've
joined industry-wide initiatives for collective
action. We're part of the #SeeHer movement promoting the accurate portrayal of
women and girls in advertising and media
and #SeeALL promoting the accurate and
relevant portrayal of race, ethnicity and all
cultures. We've committed to equality in the
creative supply chain as founding sponsors
of Free the Work, to get women and underrepresented voices in the director chair.
We've joined #BrandsforGood to promote
sustainable behavior. And we're part of the
Global Alliance for Responsible Media to
eliminate toxic content online. Brands are
ubiquitous as they touch people every day,
often multiple times a day. Imagine the
impact if all brands stepped up to be a force
for good and a force for growth.

Q Can you talk about the roadmap that
Brand 2030 provides?

A Brand 2030 is part of P&G's Ambition

2030 which aims to make the world a better
place through sustainability. Our goal for
brands is to have 100% of our leadership
brands enable and inspire responsible
consumption by 2030. To achieve that goal,
each brand establishes a "Brand Ambition"
that puts a relevant social or environmental commitment at the heart of the
brand's consumer experience to help solve
I T I S I N N O VAT I O N

http://www.ces.tech/cspace

i3 - January/February 2020

Table of Contents for the Digital Edition of i3 - January/February 2020