P&G was named the 2008 Advertiser of the Year. The document attributes this success to P&G's partnerships with advertising agencies and their persistence, commitment, and imagination. It describes how P&G initially struggled with creativity but launched an operation to increase creativity that involved asking partners to add a new dimension to their work. This resulted in P&G winning more awards and new customers, enjoying a creative renaissance, and producing tangible business results. P&G thanks their partners and challenges them to continue raising the bar on creativity.

1. Breakthrough in Creativity
Quantified, Qualified, P&Gified
P&G named 2008 Advertiser of the Year
Breakthrough in Creativity:
Quantified, Qualified and P&G-ified

2. Thank You’s
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.
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.

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

4. Caption & ANNCR: * Persistence

5. Caption & ANNCR: * Commitment

6. Caption & ANNCR: * Imagination

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

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

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

10. huge
just right
Logo Size
Slide 10: Line Chart showing Logo size increasing

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

12. Picture of a focus group woman frowning.

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

14. Picture of a woman sleeping through a focus group.

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

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

17. ANNCR: So we went to France.

18. ANNCR: But the reception was not exactly warm.

19. Confusion
15
12
9
6
3
0
ANNCR: The creative community just didn’t know why we were there.
* Confusion

20. Confusion
15
Elitism
12
9
6
3
0
Slide 20: Elitism

21. Confusion
15
Elitism
12
Resentment
9
6
3
0
Slide 21: Resentment

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

23. Problem: Low Creativity

24. Solution: Increase Creativity

25. Launch of Operation Increase Creativity

26. 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.

27. Lions Won
The operation yielded immediate results.
ANNCR: The operation yielded immediate results.

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

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

30. ANNCR: This brought a smile to the brass.

31. ANNCR: We had learned an important lesson in Marketing.

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

33. 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)

34. ANNCR: And we recognized our obligation to promote creativity.
(Photos of students and teachers at VCU and Miami Ad School)

35. ANNCR: It has been a remarkable journey.

36. ANNCR: That has produced tangible results.

37. Slide 31: Charm

38. Slide 32: Humor

39. 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.

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

41. 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.

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

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

44. Appendix:
(The three links removed from earlier slides)