When the marketing world becomes “noisy,” P&G chooses to go slow and steady

At the conference ANA Masters of Marketing, Marc Pritchard – Chief Brand Officer of P&G – laid out a philosophy that sounds backwards life:

“Great campaigns don’t ‘wear out,’ they ‘wear in.’”

In an era where most brands change campaigns like they change clothes every quarter, Pritchard emphasizes that consistency, not speed, is the foundation of sustainable brand growth.

He points out a common mistake:

“Many marketers think they need to constantly innovate, but they are actually causing their brands to lose the power they have built over time.”

The secret behind great brands timeless brand

Understanding consumers better than anyone else

Pritchard argues that data is just the surface — what’s important is understanding people’s true instincts and emotions.

For example, Pampers doesn’t sell diapers; they sell peace of mind for children's sleep — an emotional insight that touches the hearts of parents worldwide.

GTG CRM helps businesses achieve this by gathering all multi-channel data (Facebook, Zalo, Website, Email) to form detailed behavioral profiles. From there, marketers can see not only “what customers buy”, but also “why they buy”.

Understand your brand more deeply than anyone else

P&G believes that brand identity lies in the “gene” that starts head.

For example, Charmin keeps the humorous spirit of Mr. Whipple to Charmin Bears for decades – proving that sustainable innovation starts with not forgetting your roots.

GTG CRM stores the entire brand journey and user feedback, helping small businesses build a “digital brand memory” — where every campaign, every insight is recorded to be continued, not forgotten.

Don’t be afraid to repeat — let the idea sink into the customer’s mind

Old Spice is a classic example: after more than 10 years, the “Smell Like a Man” campaign is still going strong strong.

Pritchard says:

“Repetition doesn’t tire viewers – it keeps the brand ingrained in their minds.”

With GTG CRM’s AI Social Planner, businesses can reuse content effectively by automatically optimizing the timing, frequency and context of posting – ensuring campaigns are fresh but still retain the core so they gradually become embedded in the minds of customers.

Building a “Memory Structure” – a brand in the potential consciousness

According to Pritchard, effective advertising is advertising that encodes brand emotions into consumers' long-term memory.

For example, the “Pantene TikTok – expired shampoo” moment revive an old campaign by tying it to a new trend.

GTG CRM helps marketers measure brand awareness & engagement at each stage, thanks to the system AI tracking & performance dashboard, to know “which ideas are taking root, which ideas are fading”.

Sustainable creative relationships create long-term success

Pritchard affirms:

“The best creativity comes from the best relationships.”

Legendary campaigns such as “Like a Girl” (Always) or “Proud Sponsor of Moms” (Olympic) were born from long-term partnerships between P&G and agencies.

GTG CRM supports decentralization, management of marketing teams and agencies for work in the same platform – ensuring every campaign is collaborated, monitored and seamlessly inherited.

Viewpoint on AI: Powerful tools, but the creative heart is still human

When asked about AI, Marc Pritchard said:

“AI is a great tool that helps us move faster, but creativity still starts with people.”

He doesn’t see AI as a threat, but as a catalyst that helps marketers focus on the most important part – ideas, emotions, and stories story.

When the "big guys" have started to apply AI: From theory to action

Not only P&G, a series of global brands are bringing AI into their brand strategies:

These campaigns show: AI is not just a tool - but a bridge between data and brand emotion.

Brand	Outstanding AI applications	Results
Coca-Cola	Create Real Magic – allows users to create Coca-Cola images using GPT-4 & DALL-E.	120,000 works, 300 million global reach.
Nike	Nike By You – AI suggests colors & design based on customer habits.	Increase 35% of personalized line sales.
Heinz	AI Ketchup – using DALL-E to prove that AI also recognizes “only Heinz is ketchup”.	Globally viral, strengthening brand equity.
Starbucks	Digital Flywheel – AI analyzes behavior and predicts each customer's needs.	60% of orders from AI suggestions.

GTG CRM – Helping Vietnamese businesses apply the “P&G + AI” mindset into practice

P&G has a huge budget and a global team. But thanks to a platform like GTG CRM, Vietnamese businesses can implement the philosophy of “wear in, not wear out” even on a small scale, at optimal costs.

GTG CRM helps businesses:

• Build a sustainable brand: Store the entire campaign history & consumer feedback.
• Understand customers deeply: AI automatically classifies behavior, interests and frequency of interaction.
• Keep campaigns ingrained in customers' minds: Automation Remarketing & customer care according to the emotional cycle.
• Measure real effectiveness: The ROI dashboard shows the long-term impact of each campaign – not just in terms of views but in terms of brand value.

GTG CRM is the “technology companion” that helps small businesses market like large corporations – but faster, more cost-effective and more effective.

Conclusion: Sustainability comes from strategy – and accuracy comes from data

Marc Pritchard closed the speech with a quote short but memorable:

“Timeless creativity is knowing what to keep, what to change, and when to repeat.”

That is also the spirit that GTG CRM pursues:

• Help businesses retain core brand values,
• Change with intelligent AI technology,
• And repeat success with a unified data system.

GTG CRM – Comprehensive AI Platform for Marketing, Branding and Sales

From content creation, campaign management to customer care and ROI measurement –

GTG CRM helps businesses not only “run campaigns”, but build a brand that lasts forever.