Page 15 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
interweaving agencies while bringing in-house creative for such brands as Secret.
Yes, this cuts costs while shortening the rollout for new creative. Yes, it’s perhaps a warning shot at creative houses reliant on working with major brands to fuel its business model, and earn a spot in Cincinnati.
The Secret spot features an opening scene shot in P&G’s home office, with all production done in Cincinnati. In describing the work, Pritchard talked of “reskilling brand entrepreneurs” on “lean innovation.”
This is how P&G can best respond to one key point Pritchard brought to the floor at Masters of Marketing: Consumers want values, and their beliefs, reflected through the commercials they see.
At the same time, P&G wants consumers to acknowledge their brands as ones “that are a force for good and a force for growth.”
Promoting equality is a major component of that effort. This speaks to the greater diversity and inclusion initiatives Pritchard has endorsed through AIMM and the CIIM initiative just launched by the group.
The result: Gillette offering creative focused on male role models, and “the best men can be.”
BECOMING A DISRUPTIVE LEADER
“We operate in a perpetual state of disruption,” Pritchard said.
For those who are in Hispanic media, that’s an understatement. Digitally savvy Latinos are flocking to OTT services and YouTube, Facebook and other online destinations. But, how to deal with this is to some a challenge.
Pritchard suggests marketers take this challenge on head-on. How? By leading “constructive disruption.”
“It’s one thing to destroy, but it’s another to drive growth and create brand value,” Pritchard says.