The ANA Conference – Day 2. How P&G "gets" you

Burt Helm

I’m just running up to blog after watching the morning’s keynote speech by Procter & Gamble CEO A.G. Lafley. Lafley took the audience through Procter & Gamble’s thinking about advertisements across different media, from television (best place to dramatize a story), to print (best place to deliver a single, focused message), and gave examples of specific work. Interesting to hear the overview, but what I found by far the most intriguing was hearing about how P&G advertises its products in the physical world, outside of the store. If I had to say what made those examples special? They didn't just advertise a product, each demonstrated to a specific group of people that P&G had a special understanding of who they were.

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