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Simply click on the Ask a Question button below the video box, and you can send your question.
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[SPEAKER] I'll be hosting a live Q and a with Mark toward the end of the event.
Second, if you're a student watching as part of a class assignment or for class credit, we will be collecting student attendance at the end of the event while I'm doing the live Q and a.
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But instead of asking a question, you'll give me the class and Professor that you're here for with that said, I'd like to turn the event.
To Dean of the Pharmacy School of Business, Jenny, who welcome.
[SPEAKER] To the third of Speaker Series.
I'm delighted that you could join us this evening.
As you know, my name is Jenny direct and I'm the dean of the school.
The title of tonight's tool because brands as a force for good for society, and a force for growth and business.
And I'm delighted.
Have Marc Pritchard Chief Brand Officer proton gamble with me this evening.
I know you've heard the short description of decision and you've reached two attempts.
And with it, you would have raised a little bit of detail about Mach, but let me just remind you of marks outstanding background, and its contribution to both PNG, the marketing profession, and a whole lot more mark.
Is responsible for PNGs, brand-building disciplines worldwide.
In this role, he sits the company's multi-billion dollar media, marketing and advertising strategies, and leads marketing innovations that guide communication and brand-building for Pangea portfolio of trusted, high-quality brands.
Mark is a Pangea veteran.
Briefing notes.
I was given about three decades that are fun doing my math, right as it's coming up for.
You joined in 1992.
So welcome, Mark.
Thrilled to have you.
Thank you.
[SPEAKER] Event will begin with a six-minute commercial real to provide you with an important backdrop to the severe by illustrating.
Just how P&G view their brands, not only as a portfolio of superior performing products, but also as opportunities to be a force for good into drive societal change.
Mark and I will launch into a conversation after which we'll take questions from the audience we've got a large audience tonight, but we will be sure to leave plenty of time for questions.
So please roll the tape, gender equality has been setback as women have stepped forward.
Women always bore, cost more of the front line care, more to pick up more of the jobs lost, more of the responsibilities at home, keeping them from going back to paid work.
These times are not unprecedented, but they give us another chance for equality.
If we all choose to step forward as equals KR equal higher equal Hello, this is Joe, my roommate, airport security going through customs with my coworkers, clients.
Like I have to not touch her in the grocery store.
It's nonstop.
The changes have a gate the world sometimes.
I can't change.
Who makes me feel resentful?
They miss out on me at the end of the day.
That's the worst part.
I would love to have that moment where I don't have to plan.
This is Joe.
This is my partner of 37 years, like openness.
Maybe we could just be ourselves.
I could just show up as my true self, without having to explain who I am.
Like clockwork, do it.
Run your dishwasher every night with cascade platinum, a load with this few four gallons per cycle while running sink uses that every two minutes.
So do it, run your dishwasher every night with cascade platinum?
The surprising ways to save water.
[SPEAKER] To pause for what a beautiful set of beds.
And then we'll talk about a lot of the contents, unpaid come in just a minute.
So let me go back to your first mark in your career.
You've spent more than three decades at PNG and you start as a analyst in the paper division, which I find quite.
And the reason up to the level of Chief Brand Officer.
So what drew you to a career in consumer packaged goods?
And was it something you aspire to at a young age?
Well, once again, thank you for having me here.
I love Miami, I love the Farmer School of Business.
[SPEAKER] My daughter actually went to..
She was Caroline Pritchard, she was on the field hockey team within Jaco, and his amazing team of athletes.
So any case so I'm really happy to be here and I went to Indiana University.
And sorry about that.
But and got a degree in finance.
And that which is why I ended up getting getting my first job as a cost analyst, but I actually did not think I would be in business when I started, that I remember quite well when.
My father asked me, what do you want to major in and I said, I think Journalism.
I loved to write, I love to create, and he said, No, I'm not sure that he was actually in business.
He worked for miles laboratories, which is sentiment bought by above..
They had the Alka Seltzer and other types of products.
So I ended up in business and it started off as, you mentioned, as a cost analyst in which is in finance, then I ended up getting working in the corporate area as a financial analyst where I did a lot of strategy.
You work and work, a lot of the senior managers and then they said, look, we think you have potential to run parts of our businesses, so we'd like to get in a marketing.
I got an a marketing from there.
I ended up becoming a general manager.
And multiple businesses for skin care, then cosmetics and I became a president.
And then I became the Chief Marketing Officer, which now we call it, changed the name to Chief Brand Officer because we're company brands.
But I never thought I'd be here.
But I'm really privileged and honored to have this position.
And to be able to speak to amazing people.
Who are here in the Farmer School of Business.
And a MCA with a background in finance this is a good thing.
Really is good because you have the combination of financial skills, analytical skills, strategic skills that you've been then married together and be very good at business, makes saving bowed to stone.
Business cases.
I love it.
So I loved the reel of commercials and I was told that [inaudible] moment and there were many.
but the same for tonight is brains as a force for good for society.
And a force for growth and business.
Can you unpack this for me and explain to our audience just how brands can drive such positive change.
And of course, just please do thrown many examples along the way.
You know there's little over 20 years ago when I was at a spiritual retreat in the Colorado mountains with my family.
So Caroline and also Natalie, my daughters and my wife, Betsy.
And at the very end of this and I was running the cover girl business at time in cosmetics.
And at the very end of this retreat, he came to me and the leader came to me and said, you know, I hope you know the good you can do because you're in business.
And business will someday be the greatest force for good in the future.
If you choose to do so.
Can do a lot of good.
And it was this really kind of blinding moment of clarity for me when I thought, wow, that's kind of, maybe that's really my destiny going forward.
I was running Cover Girl.
We adjust, created the easy, breezy, beautiful cover girl campaign and the advertising campaign.
But I spoke people were too young, too thin, and too white.
They did not represent a standard of beauty that was accurate.
What we decided to do is actually more stereotypical and objectified.
I said, we've got to change this.
So we ended up changing to have a difference.
Standard of beauty, really a realistic and accurate standard of beauty.
We brought in people like Queen Latifah, Ellen degeneracy, Drew Barrymore at the time and overtime we brought in pink genome.
Just a number of different amazing, people.
Tell that story because what that did is it showed me the power of advertising and the power of brands.
And so when I got into this role, what we realize is that with advertising, which affects so many people in the perceptions that they have, that we can really make a difference with how we use our voice in advertising.
To Racket portrayal or through what you saw earlier, which is taking a stand.
And what that means is, businesses can be a force for good in that you can promote equality and inclusion.
You can promote environmental sustainability and community impact.
And you can make a huge difference.
Always like a girl.
Probably one of the classic examples back in 2014 when we identified an insight that young women have a huge drop in confidence at puberty because of, not because of their periods or other things is because of insidious phrases like you do that like a girl, which is a demeaning and a diminishing phrase.
And we said, you know what, we're going to flip that.
We're gonna make that phrase mean amazing things.
And that's when we came out with always, always like a girl and literally after a couple of years of this advertising, which then went really what worldwide it, changed the meaning of the phrase to where 19% of the people before they watched like a girl thought it was a positive phrase.
76% of people thought it was a positive phrase after.
So that's a change in the meaning and that's what we can do.
And it's not just points of view like the work we showed you.
Why showed you choose equal.
You saw the choice which we did last year after.
Was killed.
It also is what you do in your business.
So we focus on having equal representation in our business, in our brands and our agencies behind the camera.
Because we can have an impact on the overall ecosystem.
That's the example of business being a force for good.
As well as being a force for growth, which is a basic part of how we operate.
I love it.
When you talked about that, you were talking about Cavaco and how you took a stand.
So I want to lead us into the next question about taking a stand.
And you've done so many important issues and I believe you've taken some for some of the issues that you've champions.
So to the students suspiciously who.
Tonight about why it's important to take a stand and how do you react when the heater's tuned up?
[SPEAKER] When it comes to advertising, for example, as I mentioned, job one is to accurately portray people regardless of gender, race, ethnicity, sexual orientation, gender identity, ability, religion.
Spirituality, age, whatever the case may be, because an accurate portrayal will eliminate bias.
Because then people will see people for who they are and they'll see each other for who they are.
That's just step one.
It's very foundational, but beyond that, we do take a stand like we did with like a girl.
And and taking it, you take a stand because you can use your voice to bring light to particular topic or subject that needs to be discussed.
So for example, on our My Black Is Beautiful brand, which is brand that's been around for about 15 years on its tenth anniversary, we decided to shine the light on the talk.
That black parents have with their children.
And what we found remarkable about this is that this talk has been had throughout decades.
If that talk where black parents prepare their children for the inevitable bias and racism that they will face, whether sometimes danger.
So this talk.
The commercial that then sparked conversation and we intended to spark conversation to talk about bias.
Now, we got heat for that.
We got significant heat.
In fact, I can remember the day when suddenly our Chief Communications Officer, came in we said, mark, we've got definitely for right now because we're getting hate mail and all sorts of attacks.
There was a lot of accusation that what we have done is that we were attacking police, which is not the case at all.
We were just shining the light on the fact that black men or women gets stopped by the police sometimes and that actually puts them endanger.
So what we did is we looked at it and we said, you know what, we're not going to stop.
We're gonna double down.
So we actually doubled down on, our public relations front.
We actually went out and started talking about it even more.
I did several interviews with all.
Way through CBS, even just to kind of get the point of view out there, we worked, joined forces with ABC and blackish and they did an entire episode on the talk.
So, you know, my advice to the students out there.
When you take a stand and you know, it's the right stand, you stick with.
Even if you get heat..
The other one Gillette and then it was July.
We believe, which was about essentially about being a role model of being a good, man for the younger generation.
And the issue was that there were people who said that we are attacking masculinity and we were attacking men.
What was fascinating about this is that we got all this hate mail and all these YouTube comments and Piers Morgan over in the UK attacked it.
They said, the funny thing was is it brought more attention to that ad than anything, which was good because again, we said, do we stop?
No, we don't.
We doubled down and we keep going and we keep getting our point of view out here because this is a good point of view.
And so my advice stick with your guns.
Keep going.
Even if the heats on.
If you're doing the right thing, it'll all work out and it's all worked out.
I want to switch gears to covert and we're feeling optimistic about our future at this point with vaccine rolled out and so forth.
But as certainly covered without question has disrupted many businesses.
[SPEAKER] Ours included, and I'm sure it has yours.
So I'd love for you to talk us through how what you try and sit PNG up for success.
And throw into that to what worked for you.
What surprises came up during the time too..
You [SPEAKER] Know what's interesting about covid almost a year ago, I guess last Friday, which was when we did the shutdown, I just come back from New York.
We were just getting ready to do this big event.
We had to cancel it and then we said everybody's got to go home and work from home for a year.
Actually we didn't say we didn't know how long it's gonna be.
In fact, I thought I was gonna go back to work later that week.
Didn't happen.
How we cope with that, as we set immediate priorities, number one was keep our employees safe and healthy.
Job one then by extension, their families.
So that was the first thing because we have 95 thousand employees, we need to make sure we kept them safe, particularly the front line workers who are the manufacturing and distribution workers, we needed to make sure they were safe because they needed to supply of products.
I mean, more products, which I'm sure everyone's.
Familiar with like Pampers and tied and always Gillette and Venus and crescent Oral B and Charman and bounty.
And these other products that everybody uses every day.
People needed them.
In fact, they stopped up on.
So we had to really run very, very fast and hard.
Order to be able to get the products out there.
So that was the second thing Suppliers, Products and the third thing is we said, and we made a priority to help the community.
And a lot of that was about donating products.
In fact, we donated more than a $100 million worth of products and cash to people who need it.
Our product didn't publicize it at all.
We just said this about action, not headlines.
And we helped people into communities so they can have their products.
And then what we did is we then focus our advertising on how to use our products in a more effective way.
Because people need cleaning, health and hygiene products.
More than ever.
So, that's how we code and we have just been running hard for the last year doing that around the world.
And making sure we keep our safe, get our products out there, help communities in need, supply, donate protective equipment.
And just really be a force for good.
During the drying time.
I want to move it to switch gears and talk a little bit about the consumer.
So [SPEAKER] Brands.
How do you determine what consumers will resonate with the most, or what consumers will find the most engaging.
Yeah, the best way to find things that will resonate with consumer lending.
[SPEAKER] To ensure that we understand what their needs are, what jobs they need to get done, and problems they need to solve and then create an insight or identifying insight that we can then communicate things.
So you saw two.
Ads here give me an example of that.
One was for adult care business and our Swiffer business.
So Dhanin Swiffer, which is which is come clean and close the chore gap.
So what that is,, is an insight today in when people are so many people are at home.
There's a lot of chores that need to get done.
So the insight was 65% of the chores are done by one person and they tend to be the woman in the household.
And we said, that's not equal.
So let's that's a gap.
So let's go ahead.
And really communicate that these are products that everyone can use and should use.
And you can do it equally.
So come clean and close the chore gap.
So that's one example and has dramatically resonated with consumers in that then tested that ad, but then put her on the air and business has grown.
In double digits.
The other one which you saw was do it every night, which is funny.
It's about this insight that especially people who do a lot more dishes now than before.
But a lot of people don't use their dishwasher.
And all.
Of reason why they don't use their dishwasher.
Because one, they think that they have to rinse the dishes before they put it in the dishwasher to they think addition washer uses more water than Washington by hand.
Actually just the opposite.
Additional moisture uses four gallons of water per cycle to clean the dishes versus the faucet when you're running the phosphate, it actually pours out four gallons of water every two minutes.
You can use less water by using the dishwasher so hence, hence the the idea, do it every night.
We put that on.
Lights out, results.
Results were growing like 30% on that business.
So it's consumer understanding, consumer insight, what's the job to be done?
Brand to life in a clever way.
And that's how.
It works.
That's great.
So starting with you.
So experience that's certainly an area that has constantly involved.
And we increasingly hear, you such things like gamification to deepen consumer engagement.
Can you share some examples of how consumer engagement hairs is changing?
In your industry.
Yeah, you know, we're now starting to think about a world without ads as we know them today.
Because consumers are, when I started with the company, you had there were there were three broadcast channels and you create an advertising campaign and you ended on TV.
Maybe a little bit of radio, maybe a little bit of print advertising.
And you ran it forever.
And 90% of the people saw it.
Well, obviously that's different now, we are regular TV is part of it, but tick-tock, Snap, Clubhouse, you name it, Instagram, all that.
Now, gaining twitch.
We've got ads on animal Cross has on Animal Crossing, we embed our brands into, games.
Gillette is a big one that does that.
Venus does that.
But also we're starting to look at virtual technology for the Consumer Electronic Show and maybe can run that.
You got a chance.
I want to show this avatar experience that we did for the consumer electronics show.
If I don't know, Emily to new role for the so here is an, this is an avatar that we actually did at the Consumer Electronics Show where we, it's a gaming experience where because at the Consumer Electronics Show, which you usually is in Las Vegas, what we did, it's usually a physical experience.
We couldn't do that.
Needed a virtual experience.
So we brought people into what we call our PNG Life Lab.
And then you could turn yourself into here, this is me.
I have a little irritated by the gray hair, but that's okay.
But anyway, what what we need is we brought people in and gave them virtual tours.
They could go experience all of the new products that we came up with.
So that first one you saw was called.
It's a product that is made entirely without water.
You can, we had one for laundry detergent for cleaning your hair for, cleaning your face, you can actually opinion.
We have these products.
So we toward people and show them how this product work.
And then you also saw where I was going running into a virtual experience called the 50 liter home, which is a experience where we've created, created innovations to show people how they can use only 50 liters.
Water a day to live on versus the average which most people use 500 liters a day.
So breakthrough way, I give you that example because it's a new way of experiencing our brands and our products very.
Very, very innovative, and I think we're just scratching the surface because 5G technologies coming and I think virtual verb.
Of all, reality and augmented reality and make reality will become the new brand building.
You touched on innovation.
I'm going to jump down to some questions on innovation.
I've always helping Jim really high regard for how innovative you are with product process and so forth.
So what.
Are some of the characteristics inside PNG that foster colon.
[SPEAKER] The first and most important is really an obsession with the people we serve.
We are one of our CEOs once coined the phrase, the consumer is boss.
He was at the boss.
I'm not above.
The consumer is the.
In other words, the people that we serve.
So it's a constant focus on understanding what they want and what they need and what we call one of the jobs to be done.
And then what we do is we identify the jobs to be done, the problems to be solved, and then we create innovations to enable us to be able to serve them in a way that is better than any other solution they could possibly find.
And that's we have a new approach that we use.
We've used Pride last five years.
We studied Silicon Valley and we've studied the startup world.
And what we decided to do is to create.
Our own start-ups within our own company.
So we actually have a 180 start-up projects and programs where people are creating entirely new products and that Spirit has then created a much more innovative and entrepreneurial spirit.
Spirit inside of.
Our company.
So we can take all the knowledge we have from centuries of knowledge and then apply it to startup innovation capability.
And then we can create great products like this 12 I wanted to, I wanted to show you this one.
So if you don't have it, this is Oral B.
I o, this is a.
Tech enabled product that is done through our innovation.
It's whisper quiet, barely it hear when it runs, it's so quiet, but it's got a disk drive that actually goes all the way to the end of the bristles.
So the bristles vibrate and it's circular oscillating, rotating.
So it's really as good as clean as you can get from a dentist.
So while you're not can't go to the dentist right now during you can use this Oral-B IO, check it out.
It's also got a whole bunch of ways that it actually tells you how good you're doing.
It has.
And hook it up to your phone as well.
But it's the kind of innovation that literally, when I first tried this product, I will never go back to using a manual toothbrush.
That's the kind of innovation that we tried to create.
It's so good that you never want to go back to what you were using before I end up at a neuron.
[SPEAKER] You were talking about the set of experience and so employees can work in the setup environment you've got a 190 of them.
Is this a choice people make as they identified as being a good fit for that environment.
Tell me more about that.
Yeah, you know, when you come in, you can that's something that you're interested in doing, is just let us know.
That's the kind of work that you want to do because, these are entrepreneurs that are coming in and doing this work.
The other thing you can do is you can work on the beauty of PNG is that it's got such a range of brands we've got big brands we've got.
Small brands.
We've got startup brands.
And you can get experienced in any one of them.
Plus you can also work in one of the markets.
You can be expert, you can be a performance marketing expert.
You can run our direct to consumer businesses.
It's just a whole range of career opportunities that you can have you're going to have.
And a lot of fun.
I mean, I've had 25 jobs in my in my micro rear, so you will always be busy when European gee, one say with notice of employees and focus on D And I initiatives.
For now.
And I know through you're coming.
This shows some of your discussion you've talked about your approach study and I but can you lean and talk about how pinches changed?
That's higher than retention practices.
To ensure that you've got a family.
You know, It's a very simple principle that we have and have had for quite some time, which is we want to ensure that our workforce is representative of the population of people we serve.
So that means.
Equal equality between women and men.
So we want 5050 representation at every level of the company, and today we have 48% of our managers are women.
We are getting very close to get into 5050 at every level.
Then the organization that I run, which is the brand.
The brand function which is about 4500 people.
We're five promotions away from being 50-50 at every level.
That's the way we look at it.
That's so we hire equally.
And then we then work on developing and advancement equally.
So we can get to that point the same thing when it comes to race.
And ethnicity.
We have a population in the United States, a workforce that is representative of the population.
So that would be 13% black, 18% hispanic.
6% Asian, Pacific American.
And then two Native American.
And then two to 3% mixed race.
So we want to get to that level as well.
And then while we also have a very open in terms of.
Around sexual orientation and gender identity, as well as ability.
And so we want, we everyone and we have we have what we call networks, affinity networks.
I run the African ancestry Leadership Network.
My partner Caroline tasks., who were who is a group president of North America runs our gender equality.
Jen Davis, who is our affinity group.
Jen Davis is our president of our fem care business, runs our Hispanic group.
So we anyway, we have our senior most senior leaders run.
These networks.
So we ensure that we are hiring, training, retaining, building community, and then it translates to the work you saw.
It translate to accurate portrayal and it translates to taking a stand and a translates to making a difference behind the camera as well.
So we make sure that our agencies and everyone we worked.
Has the same kind of a workforce.
That's been tested.
[SPEAKER] So thinking about the industry that you're in, what do you think the future of consumer brands would look like?.
[SPEAKER] Well, I think the good news is that people will hopefully always want cleaning health, and hygiene brought.
It brings always want to do their laundry with Bronx like Tide and Downey and use henge holders and Pantene for shampoo and crests and Oral B.
And Venus and Sharman obviously.
So the product wise, I think that the needs will always be there and but how we deliver them will always change.
And I see one of the major changes that will occur is going to be the integration of technology.
Really smart technology.
Products into our products.
Oral BIO that I showed you is one of those early products that has been embedded a lot of smart technology.
So it literally actually has positioned detection that can understand how you brush and then can play back the degree to which you're doing a good job.
And it actually gives little signals and it gives you, you can plug it into your phone.
You can see how you're doing.
You can send it to your Dennis and I, but it's a smart product.
We'll see a lot more of those kinds of products.
I think.
The other thing is it'll change marketing.
Martin brand-building, brand-building.
Is as far more data-driven now, in terms of consumer understanding, so you can understand who not necessarily exactly who the people are having personally identifiable information, but enough about the consumers that we can make sure we can deliver them useful.
Information and help engage them in a different way.
I think advertising will completely change.
It'll be, more immersive.
It'll be more experiential, we're doing a lot of partnerships with the Amazons and the Hulu's and Netflix and others of the world to create content that wherever branch show up, but show up and not as an ad, but on a much different way.
So it's just going to keep, we'll call it constructed disruption, constantly changing.
Disrupting, but doing it in a way that creates growth and value.
So we've got two more questions before I hand it to Megan, who's going to take questions.
The floor.
So this is a career advice for students.
It's a bit long, so hopefully you're ready for it.
Won't career advice would you give to students who are listening and maybe super into two parts, part one for incoming freshmen, say insurance, Miami University, and to, for someone who's been at working for just a few years.
For this group.
What should they pay attention to?
Building the career within an organisation?
[SPEAKER], I think as an incoming freshman, I would really focus on my bias you just focus on hard hard work, and just putting the work in.
There's just no substitute for that and that build the habits, build the discerning mind, the ability your curiosity.
Your, I can remember one time when I was I think I may have been a sophomore when I finally realized that, you know, a lot.
About going to college was about learning to learn.
Learning how to learn.
And because your mind is really building the skills to be able to connect, make connections that maybe non-obvious connections, and that will bode well for you because as you gain that knowledge.
You learn how to learn, you don't know how to analyze.
You learn how to come up with ideas and make things happen.
Then that creates over time experience.
You get that experience and that creates innovation.
What innovation is a connection of non-obvious things to create something completely new.