P&G's Marc Pritchard: 'If you want to see the future of marketing, look to China'

"North America might be P&G's biggest market, but its chief brand officer Marc Pritchard is looking to China as the region that will drive the consumer good's giant's marketing transformation efforts. "If you want to see the future look to China," is Pritchard's advice to his marketing peers. "China is where there is transformation happening. The market flipped a few years ago from the old brand building model to a digital ecosystem, from bricks and mortar to e-commerce.""

"Pritchard highlights the region as an innovation hub for the Oral-B and Tide owner. "It's where a lot of transformation is happening in terms of our use of data and digital technology in order to drive our business through programmatic," he reveals, saying the market is serving as a springboard for P&G to engage with retails in new ways and develop propensity modelling, along with running experiments in branded entertainment and live streaming."

Marc Pritchard prioritizes China and 5G as top marketing focuses for P&G. China has shifted from a traditional brand-building model to a digital ecosystem dominated by e-commerce and new retail formats. P&G treats China as an innovation hub for data-driven marketing, programmatic advertising, propensity modelling, branded entertainment and live streaming experiments. P&G committed $100m over three years to a China Digital Innovation Centre in Guangzhou to integrate big data and digitalized supply-chain capabilities. China is P&G's second largest market and largest e-commerce market since 2014. Pandemic-driven demand for cleaning and personal health products accelerated e-commerce experimentation.

Read at The Drum