i3 - January/February 2020 - 9

Tech

Q

Q How does P&G continue to encourage
innovation for its clients?

A We are innovating how we innovate,
How are you reinventing the agency
model to encourage
stronger brand stewardship?

A We're reinventing the agency model

a sustainability challenge. That inspires
action in product and packaging innovation,
brand communication, transparency and
safety, and reducing supply chain impact to
achieve the ambition. Our intent is for leadership brands to create innovative products,
solutions and services that make it easy for
consumers to responsibly consume products. When they do that, they create value
for consumers and society and are truly a
force for good and a force for growth.

Q How is P&G addressing the diversity
and inclusion issue?

A P&G believes in diversity and inclusion.

With over 140 nationalities represented in our
workforce, our own diversity helps us reflect
and serve consumers around the world with
our brands. And while diversity is essential,
we believe inclusion changes the game.
Every day we strive to get the full value of our
diversity through inclusion through an environment where P&G people can be their best,
full and authentic selves. But our job doesn't
end there - our belief and commitment
extend beyond P&G's walls. We use our voice
in advertising as a force for good to eliminate
bias and drive equality and inclusion.
A few examples: SK-II's Change Destiny
campaign rejects the notion that women
have an "expiry date" that defines when
they're expected to live up to societal

C TA . t e c h / i 3

to create new models for greater creativity and speed at lower cost. We've
implemented a "fixed and flow" model,
investing a "fixed amount" for work
that requires experienced creative
people, like campaigns, supplemented
with a "flow to the work" approach
through open-sourcing for fast-cycle
creative at the speed of popular
culture. For example, SK-II has a fixed
contract with Publicis for their Change
Destiny campaign, along with other
agencies who've created brilliant work
like #BareSkinChat and #Masterclasses
with James Corden, John Legend,
Japanese comic Naomi Watanabe and
Chinese actress Tang Wei.
Agencies are also stepping up with
new models, such as Grey Midwest
that co-located with Febreze and
other brands creating a "borderless"
approach and collapsing creativity from
months to hours. We've co-located
with "Publicis Agile Lion" to create
fast-cycle work on Crest and Oral B. And
we've created an entirely new model
that brings multiple agencies into one
integrated group called "Woven" that's
creating award-winning work like the
"It's A Tide Ad" campaign. Reinventing
agency partnerships is saving money
and raising the bar on creativity.

expectation, like when to be married. Olay's
Face Anything campaign shatters norms,
rejects conformity, and redefines role
models of women living life on their own
terms. Secret's All Strength No Sweat fights
for equality, including action to help the
U.S. Women's National Soccer team achieve
equal pay. And P&G promotes conversations
about racial bias with "The Talk," highlighting the talk black parents have with their
children to help them deal with prejudice.
We not only believe in diversity and inclusion; we've built it into how we do business
every day.

moving from a sequential, phased
approach to a "lean" innovation approach
used by startups. As a company leadership
team, we went to Silicon Valley and learned
from the best, including Eric Ries and
several successful startups. Lean innovation built on our strengths, like keeping the
consumer at the center of everything we
do. We focus on identifying the consumer
"problem to be solved" and learned a more
agile way of working, including fast-cycle
learning with minimum viable prototypes
where we conduct behavior-based experiments leveraging digital technology. With
this new way of working, we now have over
180 experiments.

Q How is P&G using tech to better

help brands get their messages out?

A We're reinventing media from "mass

blasting" to mass reach with one-to-one
precision using data and technology. We
have our own databases that enable us to
reach people when and where it matters
through automated, algorithm-driven ad
placement without annoying and wasteful
ad frequency. We're also integrating cuttingedge digital technology into our products
to create irresistible consumer experiences
which could eventually replace ads. For
example, SK-II has created an immersive
augmented reality experience called Future
X. It's an AI-supported shopping experience,
with personalized recommendations based
on smart scans of your skin, browsing on
virtual shelves and shopping through a wave
of the hand. And when you take SK-II's Pitera
Essence home, it has smart packaging with
IoT technology along with a companion app
for personalized skincare tips every day.
With immersive experiences like this we can
imagine a world where technology creates
entirely new ways to engage consumers.

Q What do you look for at CES?
A We are always looking for ideas, inspira-

tion and partners to help us innovate how
we innovate. We are always raising the bar to
give consumers the highest quality and absolute best benefits they expect and deserve
in their product package, communication
and shopping experiences with the brand.
We see CES as the Consumer "Experience"
Show, so we come here to discover new-tothe-world ways to create irresistibly superior
consumer experiences.
JANUARY/FEBRUARY 2020

9
https://cta.tech/i3
i3 - January/February 2020

Table of Contents for the Digital Edition of i3 - January/February 2020
