CANNES–Procter & Gamble\u2019s first-ever P&G LifeLab installation at the Cannes Lions<\/a> International Festival of Creativity is part of the company\u2019s effort to \u201creimagine creativity to reinvent advertising\u201d through a variety of new creative and technology partnerships.<\/p>\n

\u201cWe\u2019ve been focusing on reinventing brand building for the past couple of years, a lot on media, a lot with agencies, a lot with innovation and now advertising,\u201d P&G Chief Brand Officer Marc Pritchard says in this interview at Cannes<\/a> with Beet.TV.<\/p>\n

\u201cWhat we\u2019re trying to do is merge the ad world with other creative worlds of film making, music, comedy, technology, journalism and the encouragement that I would provide is for others to join forces with these worlds.\u201d<\/p>\n

P&G LifeLab showcases the integration of technology into brands to create better consumer experiences. \u201cIt includes a partnership with Thrive and Arianna Huffington where we\u2019ve embedded her micro steps for positive mental well being and emotional well being into our everyday products like Oral B,\u201d says Pritchard.<\/p>\n

Also within P&G LifeLab is the company\u2019s SK-II FutureX Smart Store \u201cso you can get the entire retail experience, which kind of replaces advertising to a large extent,\u201d Pritchard adds.<\/p>\n

A creative partnership with John Legend<\/a> integrates multiple genres to explore various aspects of humanity and the human experience\u2014including parenthood, modern masculinity, music and social justice\u2014with P&G and its Pampers, Gillette and SK-II brands.<\/p>\n

\u201cWe have a partnership with Saturday Morning premiering THE LOOK, a film that will help change your perspective on racial bias and it includes VR experiences from Verizon Media RYOT so you can immerse and have empathy at the same time.\u201d<\/p>\n

THE LOOK follows The Talk, which two years ago addressed racial bias and the Black Lives matter social movement, as Campaign reports<\/a>.<\/p>\n

\u201cFinally, to make sure that we can get diversity and inclusion behind the camera, we\u2019re working with Alma Har\u2019el<\/a> on re-launching Free the Bid into Free The Work, which will get women and underrepresented creators behind the camera,\u201d Pritchard says.<\/p>\n

\u201cWe love our existing agencies, and add on top of that creative partnerships with these different geniuses to be able to create a new abundance of creativity.\u201d<\/p>\n

You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes.\u00a0 This series is presented by Teads.\u00a0\u00a0 For more videos form our series, visit this page<\/a>.\u00a0\u00a0 Please find all our coverage from Cannes 2019, right here<\/a>.\u00a0\u00a0 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES–Procter & Gamble\u2019s first-ever P&G LifeLab installation at the Cannes Lions International Festival of Creativity is part of the company\u2019s effort to \u201creimagine creativity to reinvent advertising\u201d through a variety of new creative and technology partnerships. \u201cWe\u2019ve been focusing on reinventing brand building for the past couple of years, a lot on media, a lot […]<\/p>\n","protected":false},"author":17,"featured_media":60886,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8018,8019],"tags":[4213,5869,7993,8013,8014,8015],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60884"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60884"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60884\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60886"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60884"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60884"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60884"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}