Clients Share Global Marketing Insights

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. “Identifying a single brand position is out of date, out of touch and worse yet, the customer calls it boring.” Instead, McDonald’s practices what Light called “brand journalism,” or telling a brand’s story over multiple executions.

Since the fast-food marketer launched its “I’m lovin’ it” campaign nine months ago, total ad awareness has risen to 86 percent, and as much as 96 percent in Hong Kong. “We will reach the 4 percent wherever they’re hiding,” he said.

Stengel advised the packed auditorium not to treat consumers as a target. “Instead of a target, she is a partner,” said Stengel, commenting specifically on P&G’s female audience. “Our work must emanate from her.”

To showcase P&G’s efforts to improve its creative since its pilgrimage to the festival last year, Stengel ran a reel of work from around the world. One Head & Shoulders spot showed small versions of everyday items from sinks to bikes alongside their actual-size counterparts, and concludes with a tall man accompanying a shorter woman up an escalator as the voiceover states, “75 percent of women go out with taller men.”

In another spot, Gain laundry detergent breaks a husband’s years of silence to his wife when he says, “My socks smell great.” In an Oil of Olay test, a woman fails a lie detector test when asked, “Do you date younger men?” but passes when she fibs about her age.