Consumers are avoiding ads more than ever, so P&G is striking creative partnerships with big names like John Legend and Arianna Huffington.
. He said that P&G had become disillusioned with platforms like Facebook and Google and wanted to try new ways of reaching consumers."There's still some real content quality issues in digital media, and while they're working hard to try and fix them, there are other sources of creativity and media," he said.Brands have long used celebrity spokespeople and entertainment formats that don't just look like another ad.
Non-traditional advertising accounts for barely 5% of P&G's media budget, but its brands that have tackled societal issues in their campaigns, like Tide, Olay and SK-II are experiencing double-digit growth, Pritchard said. "The reality is that there is a business case," said Pritchard."When you do these things, it does positively affect the business and growth."
P&G is also evolving its approach to where it distributes its messages. It's begun dabbling in over-the-top streaming channels; its two Queen Collective documentaries
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