P&G Executives Go to Class

CANNES, FRANCE Procter & Gamble held a private “Master Class” for its marking executives at the International Advertising Festival here today and yesterday, inviting creatives from top agencies to discuss their strategies with successful brands.

On Monday, the group heard from Andy Berlin and Ewen Cameron, founders of Berlin Cameron/Red Cell in New York, who presented their Coca-Cola work. In the afternoon, Fallon creatives including cd Bruce Bildsten from the Minneapolis and London offices discussed BMW Films, although the automaker is expected this week to choose a consultant to handle the review for the estimated $150 million creative account [Adweek, June 20].

Today, executives met with creatives from Wieden + Kennedy in London, including cd Tony Davidson, and discussed the award-winning Honda account. In the afternoon, they met with creatives from the U.S. and Asian offices of TBWA\Chiat\Day, who presented work from the Sony PlayStation campaign.

Creatives discussed the first year of these critically lauded campaigns,
then focused on “what happened next.” They showed the ideas they presented to their clients for the second round of the campaigns, and described which of the ideas they decided to go with and why.

The shops, which are not Procter & Gamble roster shops, were selected
because they were agencies “with a proven track record of great campaigns,” said Stephen Squire, P&G director of advertising. “It was a way of getting people out of their comfort zones and looking at problems in a different way.”

This is the second year P&G has held “Master Class” sessions at Cannes. The International Advertising Festival continues through Saturday.