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CANNES, FRANCE McDonald’s evp, global chief marketing officer Larry Light advocated multi-dimensional, multi-faceted, complex campaigns, while Procter & Gamble global marketing officer Jim Stengel showed some highlights from the packaged-goods giant’s reel here yesterday at the International Ad Festival.
Also during the “Global Marketing: The Next Big Thing,” presentation, Hewlett-Packard director of global enterprise advertising Tracy Trachta talked about the firm’s shift from a product-centric company to a consumer-focused one.
“Don’t distill a brand down to one word,” said Light.
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