Procter & Gamble’s Chief Brand Officer Marc Pritchard says enduring brands aren’t built on fleeting trends but on a deep understanding of consumers and a clear sense of purpose. Speaking with Beet.TV contributor David Kaplan at the ANA Masters of Marketing conference, Pritchard described how classic brand-building principles continue to guide P&G’s strategy even as technology reshapes the marketing landscape.
“The secret to keeping a brand relevant, so it stands the test of time, is timeless lessons,” Pritchard said. He emphasized that while consumer needs and cultural contexts evolve, brands can remain vital by consistently linking their core benefits to what people value most in the present moment.
He pointed to Old Spice as a brand that has evolved without losing its identity. The line of men’s personal care products revived its iconic “Man on a Horse” campaign by partnering with the NFL and former player Isaiah Mustafa to connect with a new generation of consumers.
“The brand is as relevant today as it was decades ago, in fact more relevant,” Pritchard said.
Redefining advertising in a fragmented media world
Pritchard reminded marketers that the word “advertising” originates from the Latin advertere, meaning “to turn toward.” True advertising, he said, encompasses any touch point that gets consumers to turn toward a brand, not just TV or print.
“Advertising builds memory,” he said. “Every touch point should build or reinforce that memory so when you buy body wash, you remember Old Spice, or when you buy diapers, you buy Pampers.”
That broad definition spans traditional TV, streaming, YouTube (now the top connected TV outlet), social platforms, influencer content, retail media and even in-store displays.
“There’s now a plethora of ways to do this,” Pritchard said. “All of our brands need to think about every single one.”
Reclaiming the true meaning of purpose
When asked about brand purpose, a concept Pritchard has long championed, he argued that it hasn’t disappeared but rather become “too diffuse.” P&G’s enduring purpose, he said, remains clear: “to improve the lives of the world’s consumers with products that provide superior performance and value.”
Pritchard said focusing on the tangible benefits of P&G products is a noble form of purpose. Laundry detergent Tide, for instance, enhances everyday life through superior cleaning and scent, while Pampers improves the comfort and rest of babies, and their parents.
Purpose also shines in community efforts that fit a brand’s mission, such as Tide’s “Loads of Hope,” which provides mobile laundry services to disaster-stricken communities.
“That’s a pretty good example of a brand doing what it does best – cleaning – and doing good for the community at the same time,” he said.
Creativity rooted in insight, fueled by technology
Despite advances in AI and data-driven marketing, Pritchard said creativity still begins with deep human insight.
“Creativity is driven by getting a deep insight into what consumers need, want, or struggle with,” he said.
He cited Flash, a P&G cleaning brand in the United Kingdom, as a model of insight-based creativity. The brand’s campaign, “Flash Cleans the Impossible,” plays on the frustration of tough cleaning jobs.
By reviving Flash Gordon imagery and its 1980 theme song – and introducing a “Flash Dog” mascot – it created a humorous and memorable connection to the product’s core benefit.
Looking ahead: AI and the next creative frontier
As the conversation turned to the future, Pritchard said marketers are now operating at the intersection of multiple converging forces: the evolution from broadcast to streaming, the rise of creator-driven media, the fusion of retail and media and the transformative power of AI.
“AI allows you to create, iterate and produce at speed and at scale,” he said. The next phase of marketing, he predicted, will bring “another level of creativity” that could drive exponential growth for brands ready to embrace it.
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