Using Partnerships to Reimagine Creativity

Opinion: Reinventing advertising at a time when change is needed

On the left is a cartoon character with a brain for a head; on the right is a character is a light bulb as a head; the light bulb is plugging into the brains outlet
New partnerships can lead to an entirely new advertising landscape. Getty Images

What if we reimagined creativity to reinvent advertising? I want to challenge us all to consider this question as we gather at the Cannes Lions Festival of Creativity.

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Marc Pritchard is the chief brand officer of Procter & Gamble, the world’s largest advertiser.