P&G keen on digital, mobile & awards
20 Jun 2008
learn."Questioned whether creative awards offer value to advertisers, or whether sales and increasing market share are more important, Lafley said: "The better we are creatively with our agency partners, the better chance we have to create products that are helpful in consumers' lives, and that's what builds market share."
"Awards lead to inspiration, which leads to results," Steigel added. "An inspired company performs better. Awards are part of the inspiration cycle."
P&G works closely with its agencies, across all aspects of the business, not just advertising, Steigel said. "We have a long-term relationship with our agencies. We don't flip them in and out. We believe in continuity. Our agencies are highly involved in the front end of what we're doing; we work as a team."
P&G will pick up its Advertiser of the Year gong at tomorrow night's awards ceremony.
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