P&G Does Dan Wieden’s Bidding

Creative icon insists packaged-goods giant drop rigid conditions, and wins at Cannes

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The success of Wieden + Kennedy’s “The man your man could smell like” campaign for Procter & Gamble’s Old Spice is well-documented: explosive brand sales growth and a slew of top industry awards that continued last week with a Cyber Grand Prix at Cannes for its “responses” effort.

Less known, however, are the un-P&G-like working conditions that gave rise to the groundbreaking work.

At the concept stage, the campaign wasn’t subject to the usual rigors of P&G testing.

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