Marc Pritchard evaluates the next 10 years of the P&G brand- Tempemail – Blog – 10 minute

In order to find the world’s top marketer, The World Federation of Advertisers (WFA) has once again partnered with Tempemail for the Global Marketer of the Year award. Here we interview nominee Marc Pritchard, chief brand officer at P&G.
In 2010, Procter & Gamble embarked on what it called “brand-building 2020” – its marketing vision to create mass personalization at scale by the end of the decade. But it was slightly ahead of schedule.
“Looking back on that, it was very clear that was too early because the technology really wasn’t there at that point,” says P&G chief brand officer Marc Pritchard. “But at least the vision was there, and it gave us a North star to where we’re now at, which is reinventing brand-building from the mass marketing of the past to one-to-one brand building on a mass scale using data and digital technology.”
Pritchard has been on a mission to reinvent advertising at P&G, the world’s biggest advertiser by spend. He’s brought back infomercials, partnered with streaming services such as Hulu on films and TV shows, and made a deal with Spotify on a podcast to draw attention to unconscious racial bias.
“We can see a world without ads as we know them today, to the point where people actually look forward to seeing ads.”
Pritchard himself is a cord-cutter. “Who isn’t?” he asks. “Every time I’m in a town hall or some kind of talk I ask everybody ‘who watched one of the streaming services last night?’ [and] the whole room goes up,” Pritchard says. “And then I ask ‘who watched network TV?’ And you get a handful. So that’s why we have to look at this new world coming.”
P&G has even taken a liking to CES, as the next 10 years are about developing products that lead to “superior consumer experiences on an individual basis”.
“We like to think about it as the Consumer Experience Show, not the Consumer Electronics Show, because we view that our jobs are to take cutting edge technology and embed that technology into these everyday household and personal care products to provide a better experience,” says Pritchard.
P&G’s efforts in brand-building, innovation and social justice have earned Pritchard wide acclaim. Tempemail has named him person of the decade. He was recently honored as the Advertising Club of New York’s industry legend.
Now Pritchard, along with five other marketers from brands such as Burger King and L’Oreal, has been nominated for the World Federation of Advertisers Global Marketer of the Year for 2019.
He takes all of his accolades in stride. “I take it with a grain of salt. You know, we’re all just another bozo on the bus,” he jokes.
But Pritchard is the top bozo, something he takes to heart. There’s a credo among top P&G executives that they hold “weight bearing positions” in service of others.
“The way I like to look at things is I focus every day on being as useful as I possibly can to whomever I engage,” says Pritchard. “Our jobs are to serve others.”
For P&G, there’s an entire world of others to serve. From diapers to detergent and everything in between, Pritchard thinks P&G’s massive footprint can be used for good.
“Business will one day be the greatest force for good in the future. That’s especially right with a company like P&G that touches more than five billion people on the planet every day,” he says.
The massive CPG company touches everywhere, from in-store to online, but it’s hard to do good when the brand values of P&G don’t match the business practices or content on the mass-reach duopoly of Google and Facebook.
Pritchard has had a loud voice calling for a more responsible media supply chain. He says he doesn’t want P&G ads to appear next to objectionable content, on sites that don’t moderate editorial comments that can “amplify divisiveness”, or on sites that aren’t transparent about fraud and data usage.
“The biggest portion of our digital media is in programmatic spending because we think we have a greater ability to be able to ensure that our ads are in places that meet [our] criteria,” he says.
As for brand-building 2030, Pritchard is focused on sustainability. The brand won’t go totally plastic-free, but the goal is to eliminate plastic waste, Pritchard says.
He’s also excited by virtual reality and augmented reality, especially as digital connectivity improves with the rollout of 5G.
P&G is in early test-mode with VR and AR, but Pritchard says we need to be “prescient” since there’s been “clearly a dark side” to the unbridled expansion of technology.
“If there’s anything we learned in the last 10 years, it’s that technology is awesome and creates all these new opportunities, but technology can create some unintended consequences that we really need to think through and govern,” he says.
You can vote for Marc Pritchard, or the other finalists for the WFA Marketer of the Year Award, here.

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Marc Benioff will discuss building a socially responsible and successful startup at gpgmail Disrupt – gpgmail


Salesforce chairman, co-founder and CEO, Marc Benioff, took a lot of big chances when he launched the company 20 years ago. For starters, his was one of the earliest enterprise SaaS companies, but he wasn’t just developing a company on top of new platform, he was building one from scratch with social responsibility built-in.

Fast forward 20 years and that company is wildly successful. In its most recent earnings report, it announced a $4 billion quarter, putting it on a $16 billion run rate, and making it by far the most successful SaaS company ever.

But at the heart of the company’s DNA is a charitable streak, and it’s not something they bolted on after getting successful. Even before the company had a working product, in the earliest planning documents, Salesforce wanted to be a different kind of company. Early on, it designed the 1-1-1 philanthropic model that set aside one percent of Salesforce’s equity, and one percent of its product and one percent of its employees’ time to the community. As the company has grown, that model has serious financial teeth now, and other startups over the years have also adopted the same approach using Salesforce as a model.

In our coverage of Dreamforce, the company’s enormous annual customer conference, in 2016, Benioff outlined his personal philosophy around giving back:

“You are at work, and you have great leadership skills. You can isolate yourselves and say I’m going to put those skills to use in a box at work, or you can say I’m going to have an integrated life. The way I look at the world, I’m going to put those skills to work to make the world a better place,” Benioff said at the time.

This year Benioff is coming to gpgmail Disrupt in San Francisco to discuss with gpgmail Editors how to build a highly successful business, while giving back to the community and the society your business is part of. In fact, he has a book coming out in mid-October called Trailblazer: The Power of Business as the Greatest Platform for Change, in which he writes about how businesses can be a positive social force.

Benioff has received numerous awards over the years for his entrepreneurial and charitable spirit including Innovator of the Decade from Forbes, one of the World’s 25 Greatest Leaders from Fortune, one of the 10 Best-Performing CEOs from Harvard Business Review, GLAAD, the Billie Jean King Leadership Initiative for his work on equality and the Variety Magazine EmPOWerment Award.

Disrupt SF runs October 2 to October 4 at the Moscone Center in the heart of San Francisco. Tickets are available here.

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