Page 13 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Becoming a Leader of
Constructive Disruption
Eleven years ago, the ANA Masters of Marketing Conference stood out for its coziness, A-list CMOs and the presence of Jim Stengel, Global Marketing Officer of Procter & Gamble Co. Today, Stengel’s legacy lives on in powerful new ways, thanks to one of the most revered marketing executives in the world.
As Chief Brand Officer of P&G, Marc Pritchard has been often quoted and is looked upon as the Sherpa of Spots. In the five years he’s been in the role, he’s witnessed not only changes in how media buying and media planning are done, but has also seen how certain traditional media are better places for P&G’s ad dollars than digital outlets. As a result, several P&G brands have reembraced Radio. Hispanic marketing remains robust.
That said, brand safety and fraud elimination were some of the topics Pritchard brought front and center during his address at the 2019 Masters of Marketing Week in Orlando, held in early October.
ADVERTISING, REINVENTED
Is it possible for consumers to actually look forward to seeing ads, whether on traditional TV or on an over-the-top platform such as Hulu?
Pritchard says yes.
Accomplishing this means innovating in a manner that makes advertising more useful.
For P&G, this includes its “infomercial”-styled Brand Power series of commercials for such products as the Mr. Clean Magic Eraser and Bush’s Cocina Latina line of beans.
He also made note of an offbeat – and perhaps downright strange – SK-II entertainment- focused web series that extols the virtues of its key ingredient, pitera. One unique spot even offered an original song from John Legend.
While some may not understand the vignette-like ads, its core audience certainly did, Pritchard notes. Views of the James Corden-helmed skit-heavy spots, along with search, led to a double- digit growth in sales.
It demonstrated that merging comedy, music, TV and film for brand messaging can deliver wanted results for a brand in need of a marketing push.
To make such creative happen, P&G has embraced under Pritchard a “borderless approach,”