Rachel Barnes
Jun 20, 2018

P&G and Mastercard: advertising is not the future and creativity is measured in a tingle

While Procter & Gamble's chief marketing officer Marc Pritchard explains his "creative tingle", Mastercard's chief marketer Raja Rajamannar believes advertising as we know it is not the way forward.

Panel (L-R): Rajamannar, Pritchard, and Mars global president of confectionary Andrew Clarke

For Mastercard this shift has meant a clear focus on sponsorship and experiential marketing away from traditional advertising.

We have pivoted to experiential marketing as to us it’s all about story-making, explained Rajamannar at an Economist panel debate in Cannes.

But for Mastercard this has also led it towards a restructuring to focus more on women its consumers, its employees and its ambassadors.

We know that 80% of purchase...

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