The largest advertiser in the world, Procter Gamble, decided to bet on creativity in advertising for their brands and became one of the most awarded companies in major advertising festivals. They decided to emotionally connect their brands with the people who prefer them, and chose the innovative, daring, groundbreaking and relevant path to Lovemarks, as in this example from Saatchi Saatchi NY:
The message to the world, therefore, is clear: creativity sells and brings results, that PG would never be on this path if it were not effective and positive for their cash register, as well as for the inescapable incremental approach in their business plans. Transactions are multiplied and the relationship with the brands is strengthened in the context of differentiated, fresh and renewed images. Not surprisingly, at the Cannes Lions Festival recently held in the South of France, Procter Gamble was recognized as the advertising company of the year. This was the video of their presentation at the awards night:
As a client and advertiser, there is no better way than creative. There is no more absurd way to invest money in a brand than the path taken by others. For no reason should any client feel safe betting on what has been done before, and in all that applies, there is no greater risk than the one that is not taken.
What do we have to decide today in order to be there tomorrow or to continue to be among the winners? For sure: to be creative, to bet on innovation, to dare and to do it like no one before. We in the agencies, of course, have to reciprocate.
Creativity that leads to brands that inspire loyalty beyond reason, linking with lasting relationships for a lifetime. Creativity that provokes, attracts and seduces, building personalities for brands that are positive, triggering, different, irresistible.
Of course, this is easier said than done. And yet, it would be impossible to achieve this without clearly defining the Lovemarks direction. This is why it is important to remember that it is the direction that determines the destination.
