Craft of Creativity: a conversation with some of the world’s most highly valued brand and creative leaders

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“In my view, creativity is not serendipity. It requires insights, precision, focus, trust, [and] courage.

-Marc Pritchard, Chief Brand Officer at Procter & Gamble

Hear from three titans in advertising about how they collaborate to create game-changing, award-winning work.

Follow us in a transparent, at times funny, and always insights-laden conversation with some of the world’s best creative leaders. We discuss insights and observations on ensuring ‘Excellence is in the Execution’. We go behind the scenes and hear how award winning creative is birthed and brought to the world. This conversation focuses on how the ‘craft’ of creativity can be harnessed to drive change, in the hearts, minds and behaviors of consumers.


Only have 5 minutes? Watch one or both of these summary videos to hear all about lessons brands and agencies can learn from the making of The Look and The Choice.

Want to watch the full conversation? Follow as Marc Pritchard, Chief Brand Officer at Procter & Gamble, Justine Armour, Chief Creative Officer at Grey New York, and Keith Cartwright, President & CCO at CARTWRIGHT discuss the creation of three ads The Talk, The Look, and The Choice. This full length version includes hearing how game-changing creative ideas can cross into the cultural zeitgeist and take on a life of their own: get the inside scoop on that Sunday afternoon when Marc’s cell phone rang and Oprah had called to give her perspective on the ad!

Do you have a story to share about how you’ve helped craft and encourage creativity within your brand or agency teams? If so drop us a line and let us know, we may feature it in an article or invite you to speak at a future event. Can’t wait to get involved? Contact us today to find out more about joining Brands for Good.

The Look

The Talk

The Choice

Want More Content?

Ready to see the rest of the sessions from Brands for Good: Accelerating Culture Change? Recordings from the mainstage keynotes, plus more frank and open conversations like this one, are available to anyone in the SB Professional Member Network, join today to unlock unlimited access.