7 Ads That Pulled P&G Out of the Content 'Crap Trap'

Brand chief Marc Pritchard talks raising the bar on creativity

In the not-so-distant past, Procter & Gamble once produced massive amounts of unfocused branded content, often to laughable results, like a 10-minute video of a boy raised by goats for Pepto-Bismol and social media posts with chipmunks for Always. P&G's chief brand officer Marc Pritchard, speaking at the ANA Masters of Marketing Conference in Orlando today, was more blunt: "We fell into a content crap trap," he said.