A Conversation With P&G On The Role And Risks Of Creativity

Relationships are tricky, and those between brands and consumers are no exception. In this conversation, Diana Marszalek speaks with P&G Ventures communications head Lauren Thaman and imre executive creative director Patrick “Sully” Sullivan about the complexities of striking the right tone in consumer communications, particularly at a time when people want greater corporate purpose but also are seeking a break from it all.

Topics covered: 
00:55 What is brand belief? 
02:20 The brand belief discovery process 
05:29 Balancing brand purpose with brand levity 
09:43 Defining the creative process 
14:01 Working with entrepreneurs on the creative process
16:56 Creativity across disciplines 
19:48 How 'being cancelled' can be a win
22:38 How do you measure creativity