Leo Burnett - Cultural Fuel

Good news from P&G: their digital guy gets it. Well, in fact, even though they are the biggest marketer in the world, which could mean being slow and rigid, P&G actually already has made many forays into “new” media over the last couple of years already. Some were successful, some weren’, but failure is not the issue. Says Dave Knox, corporate marketing brand manager for digital business strategy:

“Take risks with unique ideas and see what happens. In this digital world, failing doesn’t mean defeat … but the key is being able to fail fast so you can get on to the next idea.”

and:

“If every idea is run through a committee and validated with consumer research, you will just end up with a watered down idea,” Knox said.

Kudos, we love that attitude. Now let’s hope the next 5 years are actually the next 5 years where marketing will finally be transformed. Because I’ve been saying this sentence for the last 15 years, and I hate sounding like a broken record.

Read the whole article on WARC

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