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: Know your consumer better than anyone Know your brand better than everyone else Fall in love (and stay in love) with the form of...

This week at Cannes Lions, the Health & Wellness category showed that impactful marketing doesn't have to follow the typical formula of...