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Competitor Monitoring: Marketers Must Accept Big Ideas To Achieve Creative Excellence – P&G

June 25, 2012
Written By

Marketers must have the courage to say ‘yes’ to big ideas in order to achieve creative excellence, according to Procter & Gamble’s chief marketing officer Marc Pritchard.
Speaking at the 59th Cannes Lions Festival of Creativity, P&G’s CMO Marc Pritchard told attendees that marketers should aim to inspire creative ideas “so brilliant that you’re willing to bet your career on it”. The CMO cited P&G’s Thank You Mom Olympic campaign as a example of such creative ideas. 

“The Thank you Mom campaign has reinvented people’s relationship with P&G and caused an explosion of creativity across a 175 year old company and it was driven by having the courage to say yes,” he told listeners at the event.

Marketers have to fight for the freedom “to create and escape the dreaded creative brief”, he said. “Set your people free and be wowed by what they create.”

Pritchard also urged marketers to “find the fruit in the root” of brands, encouraging them to look closer at the root of a brand for inspiration for marketing campaigns.

The Cannes Lions International Festival of Creativity is one of the the world’s largest global awards for creative excellence in advertising and communications. There were 34,301 entries from 87 countries submitted in 15 categories for this year’s competition. The festival has become a huge attraction for Hollywood with its creative content, technology and advertising seminars.


The following videos are some highlights among the Grand Prix winners:


Creative Effectiveness Lions Grand Prix: AXE “Excite” by BBH London

Film Craft Lions Grand Prix: “Bear” for CANAL + by BETC Paris

Film Lions Grand Prix: “Back to the Start” Chipotle by Creative Artists, Los Angeles

The Coca-Cola billboard “Cokehands” by Ogilvy Shanghai shared the Outdoor Grand Prix with “The Invisible Drive” for Daimler Mercedes-Benz by Jung von Matt, Hamburg:

© Profitero 2012

About Profitero

Pricing intelligence company Profitero provides retailers with actionable price intelligence data, monitoring over 50 million products across 4,000 eCommerce retailers every day, observing pricing, promotions and stock availability. We work with the world’s leading retailers, enabling them to acquire new customers and grow profit margins by monitoring and responding to changes in competitor pricing and promotional activity as they happen. For more information on Profitero price intelligence and competitor monitoring, visit or email

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