P&G is doing less and less traditional advertising, in favour of content.

 

P&G is doing less and less traditional advertising, in favour of content.

 

“We are here to reinvent advertising,” says Marc Pritchard, Chief Brand Officer at Procter & Gamble, noting that 70% of people don’t like advertising.

 

In recent years, the multinational has multiplied its content initiatives from different angles.

Struggling to get performance out of your content? If your content team is living through content chaos on a daily basis, schedule a quick call with us to discuss Content strategy and content operations. We can help you get all your ducks in a row.

 

Its teams are currently working with Ariana Huffington’s Thrive Global, a company that aims to influence consumer behaviour towards positive, mindful and sustainable approaches.

 

On June 26, 2019, the company will have launched its new documentary “The Look“, a sequel to last year’s highly successful “The Talk”, a documentary highlighting issues of racial bias in the United States. An example of an initiative that really works on influencing the positioning of P&G brands rather than talking about product specifications and benefits.

 

Want to get your content team up to speed on this? Organize a team workshop or one-on-one coaching with an expert of our team. You can also book Alexandre to come and speak at your event!

 

An article published in Advertising Age by Jack Neff provides more details on P&G’s approach in this context of changing formats and the new reality of content. Where P&G was hesitant a few years ago, this year marks an important turning point where content marketing is at the heart of all the group’s major initiatives.

 

If you want to develop a content strategy for your brand, contact us and schedule a free consultation with our experts at Toast today.