‘More than just the bottom line’’
P&G’s Reimagine Creativity Through Love And Humanity seminar, featuring Katie Couric and John Legend in conversation with P&G chief brand officer Marc Pritchard, started with a series of recent ads that show the consumer goods giant’s commitment to ending both race and sexual discrimination.
“The idea behind this is that we believe it is time reimagine creativity in order to reinvent advertising,” Pritchard said. “Because when seven out of 10 adverts are judged to be annoying because they disrupt entertainment and 40% of women say that adverts don’t represent them properly, it’s clear that the ad world doesn’t really reflect the real world. So our answer to that is to form new creative partnerships with comedians, musicians and journalists because creativity loves diversity.”
Journalist, presenter and reporter Katie Couric who recently launched Couric Media is one of the people now working with P&G: “I needed to evolve after so many years as part of the mainstream media and I really wanted to focus on humanity-based journalism in a different way, because it’s clear that trust in traditional media, and in government institutions is being eroded. We are now at a point where companies are expected to tackle the thorny issues, and Marc and I are both in exactly the same place when it comes to informing and enlightening people.”
Musician, activist and actor John Legend agreed: “Companies have both the power and the budget to contribute to making a difference and creating a better world, and increasingly we’re seeing that consumers pay attention and make informed product choices based on the values of the companies that make them,” he said. “We all want a better, fairer and more just world, and people respect brands who stand for more than just the bottom line.”
The music megastar went on to entertain the audience with two of his hits, Wake Up Everybody and All Of Me.