How Best To Provide Structured Comments On Creative Work A La P&G [Forbes]
Procter & Gamble Company (The) (PG)
Last procter & gamble company (the) earnings: 4/17 07:00 am
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books.google.com/books?id=aexhaqaamaaj&pg=pa16&lpg=pa16&dq=procter&source=bl&ots=witqaxmcbj&sig=yefujjjefltpikvzozfmmn3m0lc&hl=en&sa=x&ved=0ahukewjfhrsepa7zahxeufkkhcszbvmq6aeijzaa
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Source: Forbes
Procter & Gamble developed a structured way to provide comments that minimized that risk. The keys were linking all comments back to a pre-approved creative brief and funneling all comments through one spokesperson. Creative Briefs One of the cardinal rules at Procter & Gamble was that strategy should precede execution. When it came to creative work and especially advertising, everything pivoted off the creative or copy strategy and its core components of target audience, benefit, support and character. When agencies came in with creative work for brand teams to review, the meeting would start by someone putting the agreed creative brief on the table. The brand team owned the strategy. The agency owned the creative. At its most disciplined, the brand teams' only latitude was to review whether the creative was in line with the agreed brief. The components of creative briefs varied. The best included these elements. PROJECT or PROGRAM DESCRIPTION: Opportunity, approach, outp
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PG
Earnings
- 10/24/25 - Beat
PG
Sec Filings
- 12/15/25 - Form 8-K
- 12/10/25 - Form 4
- 12/10/25 - Form 4
- PG's page on the SEC website