Procter & Gamble implements a structured method for providing feedback on creative work to prevent negative reactions. This includes ensuring that all feedback aligns with a pre-approved creative brief. The creative brief covers essential elements like project description, environmental context, organizational values, overall attitude for winning, and desired audience behaviors. The brand team focuses on strategy, while the agency delivers the creative, ensuring that decisions are based on strategic alignment rather than subjective opinions.
When providing comments on creative work, Procter & Gamble emphasizes the importance of linking feedback to an approved creative brief to mitigate risks.
Procter & Gamble's structured approach to creative work requires strategy to precede execution, ensuring all creative reviews align with the agreed-upon brief.
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