Marc Pritchard on Why Strategy Needs Creativity

The chief brand officer at P&G believes marketers and creatives should be growing markets with their creativity

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For those paying attention at this year’s Cannes Lions International Festival of Creativity, Marc Pritchard was telegraphing the future of creativity in advertising and marketing.

“Growing markets is the highest order ambition because it attracts more people into the market to serve them with more of the best-performing products,” said Pritchard, offering his periscope’s view as chief brand officer at Procter & Gamble, one of the largest advertisers in the world. “When we delight more people it creates more value, making the size of the pie bigger for all to share in.”

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