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Creativity + Responsibility

Creativity + Responsibility

  • International
  • Cannes Lions is a global campaign for creativity, with the International Festival of Creativity at its epicenter. Each year, more than 15,000 attendees from over 90 countries attend the Festival. Last week marked the 15th year that a small delegation of senior-level P&Gers attended the Festival.
  • P&G

elebrating the Success of our Agency Partners

On the Festival’s global stage, agencies compete in a field of more than 40,000 entries covering brand-building disciplines of advertising, PR, design and communications. Only 10% of entries earn a coveted spot on the shortlist, and even fewer win an actual Lion award.

By the end of the week, P&G’s agency partners earned a total of 26 Lions for their work on P&G campaigns that raised the bar on creativity, built the business—and in most cases, promoted something that mattered.

Together, these winning P&G campaigns helped reinforce a strong, overarching belief at P&G:

Creativity is a force for business, for change, and for good in the world.

Some of the highest-awarded P&G campaigns like Gillette Handle with CareAriel Dads #SharetheloadSK-II Marriage Market Takeover and Vicks Touch of Care shared a common responsibility to speak out about societal issues that aren’t being talked about, in an effort to change the conversation and create far-reaching positive change.

Promoting a Gender-Equal World

The focus of P&G’s global efforts to be a force for good in recent years has been the issue of gender inequality. P&G Chief Brand Officer Marc Pritchard moderated a panel at Cannes that connected the dots on how brands can use their creative voices to be a force for change in this critical area, and at this critical time in history.

Joining the panel were Tina Brown, CEO of Tina Brown Live Media; Madonna Badger, Chief Creative Officer at Badger & Winters; and Sheryl Sandberg, Chief Operating Officer at Facebook. Here are some highlights from that panel:

“The norm should be equal representation between women and men – with equal voices, pay, and respect.” 





“Gender bias is reinforced by objectification, stereotyping, and lack of positive role models in advertising and media.” 





“Every +10% in ANA  GEM score corresponds to a +10% in brand reputation & purchase intent.” 





“Creative Bravery is finding human insights based on tensions, pain points, needs, unconscious bias—transformed into ideas…” 





“Our common industry brief: to use our voices in advertising & media to promote  — when we do, all boats rise.” 





As the world’s largest advertiser, we look forward to attending future Festivals to be inspired by the creativity, celebrate our partners’ winning work, apply what we learn, and fulfill our responsibility to use our voice for good.

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