presentatie Pauline Manos (Marketing Director Procter & Gamble) tijdens MWG Congres 2011

1. Context, Contact & Content in P&G
Pauline Manos
WE Marketing Capability Director

3. CONSUMER IS BOSS
BRAND BUILDING

6. What Is An Insight?
• A not-yet obvious discovery
about our consumer.
• A hidden truth that you
uncovered from a holistic
understanding of their needs,
preferences, and motivations.
• It let’s us make a connection
between our brands and
consumers’ lives

7. What is NOT an Insight?
• A description of habits & practices (e.g.,
media consumption).
• Superficial or obvious: (“I want my
clothes to be clean” is not an insight!).
• A list of data and facts about the
consumer.

9. Our Consumer
Beauty Junkies, Indulgers – loves
being in the know, discovering tips
& tricks
The Context
Launch in Sweden/Denmark, with 95%
internet penetration – Scandinavian
quirky humor
The Contacts
Digital, PR and the Store - NO TV!!!
The Content
The Aussie Story There’s more to life than hair,
There’s more to life than hair, but it’s a
but it’s a good place to start
good place to start – The Aussie
Philosophy The Aussie Philosophy

12. !
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13. )*+ ,
-
.

16. Helping
mothers in the
happy, healthy
development
of babies

18. WHAT WORKED
• 300 million vaccinations
• Potentially 100 million lives saved
• Pamper shares growing

19. WHAT CAN YOU DO TOMORROW?
• DEFINE YOUR BUSINESS OBJECTIVE
• Immerse yourself in your consumer.
• Ask why, why, why to get to the insight.
The rest will flow from there!
context, contacts, content