Which Side of History Is Your Brand On? P&G’s Marc Pritchard Says Now’s the Time to Make It Clear

A look at the collaboration that made a difference
Jul 17, 2018 8:30 AM ET
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For parts of the American population, “the talk” generally revolves around sex. For others, the conversation is decidedly different.

“Uniquely, in the African-American home, it’s time for me to prepare my child to be black in America,” said Teneshia Jackson Warner, CCO at Egami Group, a New York-based integrated multicultural marketing and communications agency that worked with BBDO on the lauded and highly-award “The Talk” for Procter & Gamble.

“The images portrayed in advertising matter,” added Marc Pritchard, P&G’s chief brand officer. “They unconsciously embed bias. I think the days of general audience and general marketing are gone—and I think that’s a good thing. What people want is to see themselves.”

Pritchard, speaking on the Spotify beach stage at this year’s I.D.E.A. Initiative Cannes In Color program with Jackson Warner, Kendra Bracken-Ferguson, chief digital officer of CAA-GBG and Spotify CMO Seth Farbman to discuss brand responsibility and commitment to diversity and inclusion, pointed out the brand’s unquestioned position.

“This is not a time to be unclear on what your point of view is [and] what side of history you choose to be on,” he said.

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