P&G's Push for Diverse Voices Doubles as Brand Building

'People want to see authentic stories'

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In his quest to change advertising as we know it, Procter & Gamble’s chief brand officer Marc Pritchard has once again turned his attention to documentaries made by young, diverse female filmmakers.

“People want to see authentic stories,” Pritchard said. “So when our brands are associated with that, people will feel better about our brands.”

Last week in lower Manhattan, Pritchard joined actress and musician Queen Latifah to meet the three winners of this year’s Queen Collective, an initiative run by P&G, Queen Latifah and Tribeca Studios that provides resources and mentorship to emerging female directors of color.

The winners include Brooklyn-based filmmaker Samantha Knowles, who is shooting a documentary about the discrimination people of color face over their hair called Tangled Roots, and co-directors Nadine Natour and Ugonna Okpalaoka, who are working on a project called Gloves Off that follows a young woman who works as a police officer by day, then fights...

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