P&G named 2008 Advertiser of the Year

Breakthrough in Creativity:Quantified, Qualified and P&G-ified

Breakthrough in CreativityQuantified, Qualified, P&Gified

Caption & ANNCR: Over the years we’ve thanked our advertising partners for raising the level of creativity at P&G. This year, we were named 2008 Advertiser of the Year and we can’t thank our partners enough.

Over the years we’ve thanked our advertising partners for raising the level of creativity at P&G. This year, we were named 2008 Advertiser of the

year and we can’t thank you partner enough.

Thank You’s

Caption & ANNCR: We are extremely proud to be receiving this honor, but know we couldn’t have done it without our partners agencies and their:

We are extremely proud to be recieving this honor, but know we couoldn’t have done it without our partners agencies

and their:

Caption & ANNCR: * Persistence

Caption & ANNCR: * Commitment

Caption & ANNCR: * Imagination

Caption & ANNCR: Our first trip to Cannes was in 2003, a year when P&G advertising achieved record benchmarks.

Our first trip to Cannes was in 2003, a year when P&G advertising achieved

record brenchmarks.

Slide 8: Pie Chart showing 98% Clarity and 2% Entertainment Value.

Slide 9: Pie Chart showing 99% Rationale and 1% Emotional

Slide 10: Line Chart showing Logo size increasing

Logo Size

huge

just right

Caption & ANNCR: Testing revealed we were doing many things right, but Focus Groups indicated we were doing some things wrong.

Testing revealed we were doing many things right, but Focus Groups indicated

we were doing some things wrong.

Picture of a focus group woman frowning.

Picture of a focus group boy who just ate something sour.

Picture of a woman sleeping through a focus group.

ANNCR: We realized we couldn’t continue selling our products they way we had. Illustration Animation: Hammer about to hit head.

ANNCR: We realized we couldn’t continue selling our products they way we had. Illustration Animation: Hammer hits head

ANNCR: So we went to France.

ANNCR: But the reception was not exactly warm.

ANNCR: The creative community just didn’t know why we were there. * Confusion

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Confusion

Slide 20: Elitism

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Confusion

Elitism

Slide 21: Resentment

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Confusion

Elitism

Resentment

Caption & ANNCR: But going to Cannes helped us identify a major problem.

Problem: Low Creativity

Solution: Increase Creativity

Launch of Operation Increase Creativity

ANNCR: We asked our partner agencies to add a new dimension to the work. Venn Diagrams

Circle One: Strategic Thinking Circle Two: Crystal Clear Clarity

Circle Three moves into the picture and creates a new Venn diagram. Shaded area is called the Sweet Spot.

ANNCR: The operation yielded immediate results.

Lions Won

The operation yielded immediate results.

ANNCR: And thanks to the hard work of our partner agencies, continued producing results.

ANNCR: Not only were we winning awards, we were winning new customers.

Not only were we winning awards, we were winning new customers.

Awards Sales

ANNCR: This brought a smile to the brass.

ANNCR: We had learned an important lesson in Marketing.

ANNCR: During the next few years, P&G enjoyed a creative renaissance. (Photos of P&G people with Lions and awards)

ANNCR: We had also learned that creativity can be applied in new ways to improve our world.

(PR photos of people doing charity work on behalf of P&G)

ANNCR: And we recognized our obligation to promote creativity.

(Photos of students and teachers at VCU and Miami Ad School)

ANNCR: It has been a remarkable journey.

ANNCR: That has produced tangible results.

Slide 31: Charm

Slide 32: Humor

ANNCR: But the journey is far from complete. Because in the same breath that we are thanking our partners for making us The 2008 Advertiser of the Year.

ANNCR: We’re challenging them to raise the bar on Creativity for Procter & Gamble.

Caption and ANNCR: We want to thank our partner agencies once again for all their hard work. Without them this award would never be possible.

Caption & ANNCR: We also want them to know that they hold a special place within the P&G organization.

Massive Org. Chart showing thousands of branches and offshoots. Somewhere amongst all that bureaucracy is a branch labeled and highlighted: Partner Agencies.

Partner Agencies

Appendix:

(The three links removed from earlier slides)

Redesigning page. Adding copy.