Timeless Brand Building: P&G’s Advertising Philosophy That Endures

At Cannes Lions last week, Procter & Gambles Chief Brand Officer, Marc Pritchard, reminded us that even in an era of hyper-targeted ads and fleeting attention spans, timeless brand building is still rooted in five essential principles. P&G’s approach blends art, science, and craft to create advertising that doesn't just sell, it sticks. Here are some tactics: 

1. Know your consumer better than anyone

2. Know your brand better than everyone else

3. Fall in love (and stay in love) with the form of advertising

4. Build memory through advertising

5. Develop enduring creative relationships. 

   
   

It’s a formula that’s worked for decades and still inspires today. Not just demographics or surface-level behavior, but the human truths behind why we act the way we do. That truth guides the consumer journey from beginning, middle, and to end. P&G doesn’t just want to be seen; they want to be remembered. That’s why long-form advertising, when executed consistently, lights up the brain’s memory centers, creating an unconscious preference that kicks in when it’s time to choose between you and the competition. 

Pritchard emphasized that “clients get the advertising they deserve” when brands are brave, open, and committed. Their agencies return the favor with creativity that connects. A perfect example is the evolution of Charmin. Its earliest toilet paper ads focused on product utility-- clean, soft, strong. Fast forward to today, Charmin's branding has evolved into a playful, culturally tuned experience that still drives home the same message—just in a way that people enjoy watching.

Ultimately, P&G’s method proves that effective advertising isn’t about chasing trends. It’s about telling the right story with the right insight, over and over, until it becomes part of culture. The takeaway? Enduring impact doesn’t come from constant reinvention—it comes from consistent, insight-driven storytelling crafted with love and intention.