KUALA LUMPUR, June 19 (Bernama) -- The Procter & Gamble Company (P&G) is reinventing advertising through a series of innovative new creative partnerships.
These partnerships, announced at the Cannes Lions International Festival of Creativity, embrace convergence of advertising, journalism, filmmaking, music, comedy and technology.
They also bring together, creative innovators who embrace equality and inclusion to create more inspiring creativity that people want to experience, time and time again.
The creative partnership with Grammy Award-winning musician John Legend integrates multiple genres to explore various aspects of humanity and the human experience.
While a humanity-based partnership with Arianna Huffington’s Thrive Global embeds ‘micro-step habit stacking’ into P&G brands, it also blends cognitive and behavioural science with life science to help consumers reduce stress and improve daily health.
Among other partnerships were with Saturday Morning, relaunch Free the Bid into Free the Work and technology partnerships.
According to P&G chief brand officer, Marc Pritchard, the ad world has been in its own world for far too long, separating from other creative industries and becoming less relevant to consumers.
“There are vast sources of creativity available, P&G today is taking action to merge the ad world with other creative worlds though partnerships that embrace humanity and broaden our view of what advertising could be.”
-- BERNAMA
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