Pritchard sat down with Ad Age to discuss whether he thinks judging this year will better reflect growth. He also addressed the impact of the recent backlash against brands over marketing that takes political or social stands, saying that it’s a time when people more than ever are mainly concerned about how brands perform for them. And when it comes to his willingness to loosen the purse strings given the fact the recession everyone has been waiting a year for still hasn’t materialized, the short answer is “no.”
Ad Age: So after last year, and with the new judging criteria, will Cannes Lions awards better recognize work that grows brands?
Pritchard: I hope so. I think it’s important. I think that’s why I’m speaking about creativity for market growth, because I think that’s ultimately what we need to do in the industry. Creativity for market growth is hard. It’s a higher ambition, but it’s good for consumers. It’s good for the other constituents we work with. All boats rise.
We’re still waiting for that recession we were expecting last year. As this goes on, do you think you and other marketers will shift gears and say maybe everything isn’t going in the tank and we should get back to more like business as usual?
Well, I don’t think we’re ever sure. There are so many factors happening. For us, we’re really staying very laser-focused on our strategy of superiority, no matter what the conditions. Is the product superior? Does it provide a superior value? Are we reaching as many people as possible for each of their needs? With the best communication in the best in-store execution. If you do that, then it will be worth it. Ultimately, regardless of whether it’s a recessionary environment, inflationary environment or whatever the environment is, particularly with our brands, cleaning health and hygiene brands, performance drives brand choice.
from Digital Marketing Education https://ift.tt/ItW9HuU
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