When you think of traditional marketing, Procter & Gamble has to be one of the first names that comes to mind. The company practically invented brand management. So you would probably think that this huge corporation would be slow to embrace digital media, right?
In fact, nothing could be further from the truth. P & G has put digital marketing at the center of it’s business strategy. As Lucas Watson (P & G’s Global team Leader, Digital Business Strategy) recently told a roomful of advertising execs, “Winning digital is at the top of P & G’s brand building efforts”. So when someone like Watson is handing out advice to digital creatives, we make darn sue we’re listening. Watson believes that 70% of the business impact of interactive media is driven by creative quality. He has identified a series of criteria that digital content providers need to meet in order to generate top shelf work. Here are his key pointers for digital creatives:
1. You need an ideal and an idea.
2. Simplicity is true creative brilliance.
3. Use the land you’re given (i.e. don’t spend a lot of time or money trying to change the brand or product).
4. Creativity can come from anywhere.
5. Money can’t buy happiness (or creativity)
While Watson’s points may seem simple, they form the backbone for literally millions of dollars of successful digital executions. Take a look at your own interactive efforts and ask yourself if they pass the “P & G test”?