P&G was named the 2008 Advertiser of the Year. The document attributes this success to P&G's partnerships with advertising agencies and their persistence, commitment, and imagination. It describes how P&G initially struggled with creativity but launched an operation to increase creativity that involved asking partners to add a new dimension to their work. This resulted in P&G winning more awards and new customers, enjoying a creative renaissance, and producing tangible business results. P&G thanks their partners and challenges them to continue raising the bar on creativity.
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P&G presentation at Cannes
1. Breakthrough in Creativity
Quantified, Qualified, P&Gified
P&G named 2008 Advertiser of the Year
Breakthrough in Creativity:
Quantified, Qualified and P&G-ified
2. Thank You’s
Over the years we’ve thanked our advertising
partners for raising the level of creativity at P&G.
This year, we were named 2008 Advertiser of the
year and we can’t thank you partner enough.
Caption & ANNCR: Over the years we’ve thanked our advertising partners for raising the level of
creativity at P&G. This year, we were named 2008 Advertiser of the Year and we
can’t thank our partners enough.
3. We are extremely proud to be recieving
this honor, but know we couoldn’t have
done it without our partners agencies
and their:
Caption & ANNCR: We are extremely proud to be receiving this honor, but know we couldn’t have done it
without our partners agencies and their:
7. Our first trip to Cannes was in 2003,
a year when P&G advertising achieved
record brenchmarks.
Caption & ANNCR: Our first trip to Cannes was in 2003, a year when P&G advertising achieved record benchmarks.
8. Slide 8: Pie Chart showing 98% Clarity and 2% Entertainment Value.
9. Slide 9: Pie Chart showing 99% Rationale and 1% Emotional
10. huge
just right
Logo Size
Slide 10: Line Chart showing Logo size increasing
11. Testing revealed we were doing many
things right, but Focus Groups indicated
we were doing some things wrong.
Caption & ANNCR: Testing revealed we were doing many things right, but Focus Groups indicated we were doing some things wrong.
26. ANNCR: We asked our partner agencies to add a new dimension to the work.
Venn Diagrams
Circle One: Strategic Thinking
Circle Two: Crystal Clear Clarity
Circle Three moves into the picture and creates a new Venn diagram. Shaded area is called the Sweet Spot.
27. Lions Won
The operation yielded immediate results.
ANNCR: The operation yielded immediate results.
28. ANNCR: And thanks to the hard work of our partner agencies, continued producing results.
29. Awards Sales
Not only were we winning awards,
we were winning new customers.
ANNCR: Not only were we winning awards, we were winning new customers.
31. ANNCR: We had learned an important lesson in Marketing.
32. ANNCR: During the next few years, P&G enjoyed a creative renaissance.
(Photos of P&G people with Lions and awards)
33. ANNCR: We had also learned that creativity can be applied in new ways to improve our world.
(PR photos of people doing charity work on behalf of P&G)
34. ANNCR: And we recognized our obligation to promote creativity.
(Photos of students and teachers at VCU and Miami Ad School)
39. ANNCR: But the journey is far from complete. Because in the same breath that we are thanking our partners for making us
The 2008 Advertiser of the Year.
40. ANNCR: We’re challenging them to raise the bar on Creativity for Procter & Gamble.
41. Caption and ANNCR: We want to thank our partner agencies once again for all their hard work. Without them
this award would never be possible.
42. Caption & ANNCR: We also want them to know that they hold a special place within the P&G organization.
43. Partner Agencies
Massive Org. Chart showing thousands of branches and offshoots.
Somewhere amongst all that bureaucracy is a branch labeled and highlighted: Partner Agencies.