1 00:00:01,760 --> 00:00:05,320 Speaker 1: You're listening to Math and Magic, a production I Heart Radio. 2 00:00:08,520 --> 00:00:13,200 Speaker 1: My mom is of German descent and my dad is Mexican. 3 00:00:13,720 --> 00:00:18,000 Speaker 1: His real dad's name was Gonzales. He was adopted by 4 00:00:18,040 --> 00:00:21,480 Speaker 1: a man named Pritchard, which is uh, an English name. 5 00:00:21,840 --> 00:00:26,440 Speaker 1: I my whole life have presented as white. I recognized 6 00:00:26,480 --> 00:00:30,040 Speaker 1: that there's privilege associated with that. I'm not sure I 7 00:00:30,040 --> 00:00:33,520 Speaker 1: would have made it to this role given the prejudice 8 00:00:33,560 --> 00:00:38,400 Speaker 1: and biases around realizing the privilege of this position, the 9 00:00:38,440 --> 00:00:41,640 Speaker 1: opportunity to make a difference right some of the wrongs 10 00:00:41,640 --> 00:00:45,200 Speaker 1: and affect bias by what we do on advertising. I 11 00:00:45,240 --> 00:00:48,879 Speaker 1: came out as a Mexican. It was emotional, but it 12 00:00:48,960 --> 00:00:51,800 Speaker 1: was important because they created emotional safety for other people 13 00:00:51,800 --> 00:01:02,680 Speaker 1: who do the same. Hi am Bob Pittman. Welcome to 14 00:01:02,760 --> 00:01:06,399 Speaker 1: Math and Magic Stories from the Frontiers and Marketing. Normally 15 00:01:06,440 --> 00:01:09,039 Speaker 1: we have chats in a small studio with just me 16 00:01:09,080 --> 00:01:11,200 Speaker 1: and a guest. Today we are doing this episode in 17 00:01:11,240 --> 00:01:14,480 Speaker 1: Cincinnati at Procter and Gamble in front of a live audience, 18 00:01:14,959 --> 00:01:18,080 Speaker 1: So all of you welcome to Math and Magic and 19 00:01:18,080 --> 00:01:28,560 Speaker 1: I Heart Podcasting. We usually have a guest with a 20 00:01:28,600 --> 00:01:31,640 Speaker 1: strength in either math or magic. Sometimes we have someone 21 00:01:31,680 --> 00:01:35,039 Speaker 1: who is ambidextrous and has both. But today we're exploring 22 00:01:35,120 --> 00:01:39,959 Speaker 1: leadership driven by insights, curiosity, empathy, and courage. Our guest 23 00:01:40,000 --> 00:01:42,000 Speaker 1: on this episode is someone who is well known and 24 00:01:42,160 --> 00:01:45,800 Speaker 1: much respected as a role model in marketing corporate management. 25 00:01:46,040 --> 00:01:49,240 Speaker 1: In addition to exhibiting those characteristics of the strong leaders, 26 00:01:49,600 --> 00:01:52,800 Speaker 1: he also has a platform that can magnify the impact 27 00:01:52,880 --> 00:01:56,320 Speaker 1: and make a lasting difference. Mark Pritchard, Chief rand Officer 28 00:01:56,400 --> 00:01:59,560 Speaker 1: of Procter and Gamble. Mark is a gifted and innovative 29 00:01:59,600 --> 00:02:03,120 Speaker 1: marketer whose actions have not only redefined marketing, but his 30 00:02:03,200 --> 00:02:06,240 Speaker 1: actions in leadership have led to major changes in his company, 31 00:02:06,400 --> 00:02:09,840 Speaker 1: in the media industry and in society in general and diversity, 32 00:02:10,200 --> 00:02:14,400 Speaker 1: concepts of women's beauty, transparency, and new models of purpose 33 00:02:14,480 --> 00:02:18,440 Speaker 1: driven marketing. And this has not only been good for society, 34 00:02:18,480 --> 00:02:20,760 Speaker 1: it's been good for business. Procter and Gamble has been 35 00:02:20,800 --> 00:02:24,440 Speaker 1: delivering records setting financial performance for at least the last 36 00:02:24,520 --> 00:02:27,280 Speaker 1: year and a half. Mark has led a life of humility, 37 00:02:27,320 --> 00:02:31,640 Speaker 1: fairness and leadership without the paralysis of fearing mistakes. He 38 00:02:31,720 --> 00:02:36,000 Speaker 1: plays it right. Not safe. Welcome Mark, happy to be here, Bob, 39 00:02:36,080 --> 00:02:37,959 Speaker 1: Thanks for having me Mark. I want to dig into 40 00:02:38,040 --> 00:02:41,320 Speaker 1: all the meaty stuff. But first I'd like for us 41 00:02:41,360 --> 00:02:44,760 Speaker 1: to do you in sixty seconds. You ready, I'm ready. 42 00:02:44,919 --> 00:02:49,440 Speaker 1: Do you prefer beetles or stones? Stones, Cincinnati or Bloomington's 43 00:02:50,720 --> 00:02:57,840 Speaker 1: Bloomington sunrise or sunset? Sunset? Basketball or gymnastics basketball? That's easy? 44 00:02:57,919 --> 00:03:03,840 Speaker 1: Spring or fall? Uh? Fall? Call or text call? Catch 45 00:03:03,880 --> 00:03:09,000 Speaker 1: up or mustard neither. It's about to get harder. Smartest 46 00:03:09,000 --> 00:03:12,200 Speaker 1: person you know, my wife Betsy right answer by the way. 47 00:03:13,160 --> 00:03:17,360 Speaker 1: Childhood hero you know who was it? Abraham Lincoln? First 48 00:03:17,440 --> 00:03:22,200 Speaker 1: job I bust tables at mcl cafeteria. Favorite song I 49 00:03:22,240 --> 00:03:24,760 Speaker 1: Only Have Eyes for You song at my wedding, My 50 00:03:24,800 --> 00:03:27,400 Speaker 1: first dance with my wife. Oh, that's nice. Favorite city 51 00:03:27,880 --> 00:03:34,160 Speaker 1: since Mattie. Last vacation, that's vacation. That's scary. This is 52 00:03:34,240 --> 00:03:36,200 Speaker 1: part of the problem with working too hard. I went 53 00:03:36,280 --> 00:03:41,240 Speaker 1: to Maine where my daughter got engaged. Secret talent I 54 00:03:41,240 --> 00:03:44,360 Speaker 1: can sing pretty well. Favorite basketball team the guys I 55 00:03:44,360 --> 00:03:49,040 Speaker 1: played with every Saturday morning. Favorite food tacos. What did 56 00:03:49,040 --> 00:03:51,200 Speaker 1: you want to be when you were growing up? Rock star? 57 00:03:51,520 --> 00:03:56,240 Speaker 1: And here you are. Let me begin with a question 58 00:03:56,280 --> 00:04:00,080 Speaker 1: about our location. Does being located here in Cincinnati, in 59 00:04:00,120 --> 00:04:02,840 Speaker 1: Ohio the middle of the country, keep you in the 60 00:04:02,880 --> 00:04:05,880 Speaker 1: company better grounded in Middle America and the mass market. 61 00:04:06,680 --> 00:04:11,880 Speaker 1: Is it an advantage. It's an advantage in some ways, 62 00:04:12,240 --> 00:04:14,840 Speaker 1: the disadvantage in other ways. But I think what is 63 00:04:14,880 --> 00:04:18,240 Speaker 1: more important is the people we hire. The people we 64 00:04:18,320 --> 00:04:23,839 Speaker 1: hire are grounded in just really strong ethics and values. 65 00:04:23,920 --> 00:04:26,280 Speaker 1: We have what we call our purpose values and principles. 66 00:04:26,320 --> 00:04:31,880 Speaker 1: We hire people who have high integrity, trust, teamwork, ownership, leadership. 67 00:04:32,600 --> 00:04:35,000 Speaker 1: My first day on the job, my boss said, we 68 00:04:35,040 --> 00:04:38,039 Speaker 1: do the right thing at PNG. So it's less about 69 00:04:38,080 --> 00:04:41,839 Speaker 1: where we're located. It's more about who we hire and 70 00:04:41,880 --> 00:04:44,080 Speaker 1: who we bring in and who we build. You may 71 00:04:44,120 --> 00:04:45,680 Speaker 1: know that this is one of the few companies that 72 00:04:45,800 --> 00:04:49,280 Speaker 1: still most of the people grow from within. Do you 73 00:04:49,320 --> 00:04:52,000 Speaker 1: feel like people walking the streets here get a different 74 00:04:52,240 --> 00:04:54,560 Speaker 1: feeling of the heartland than people walking the streets in 75 00:04:54,600 --> 00:04:57,280 Speaker 1: New York or l A or Silicon Valley and that 76 00:04:57,320 --> 00:05:00,400 Speaker 1: gives them any marketing advantage. I think gives them a 77 00:05:00,440 --> 00:05:03,400 Speaker 1: different context, and I think it gives them a different experience. 78 00:05:04,040 --> 00:05:06,520 Speaker 1: I don't think it necessarily gives them a different marketing advantage. 79 00:05:06,760 --> 00:05:10,039 Speaker 1: I think what's really important, Bob is extracting the creativity 80 00:05:10,120 --> 00:05:13,680 Speaker 1: out of every individual, and that happens if you're in Cincinnati, 81 00:05:14,040 --> 00:05:18,000 Speaker 1: in New York, in Geneva and Singapore and Guangzho, China. 82 00:05:18,160 --> 00:05:21,279 Speaker 1: We got a brilliant marketing in all the places in 83 00:05:21,320 --> 00:05:24,680 Speaker 1: which were located, every city, every country, because we've got 84 00:05:24,760 --> 00:05:27,480 Speaker 1: great people who really get connected and do great things. 85 00:05:27,600 --> 00:05:29,440 Speaker 1: I want to talk a little bit about the view 86 00:05:29,480 --> 00:05:31,279 Speaker 1: of this company, and I want to go back in time, 87 00:05:31,640 --> 00:05:33,760 Speaker 1: back to when you were GM of the Cover Girl 88 00:05:33,839 --> 00:05:37,839 Speaker 1: business and you had an epiphany about the broader impact 89 00:05:37,880 --> 00:05:40,479 Speaker 1: you could have on culture. It had an immediate effect 90 00:05:40,520 --> 00:05:43,840 Speaker 1: on the Easy Breezy Beautiful ad campaign and very well 91 00:05:43,880 --> 00:05:46,719 Speaker 1: known at that time. Can you tell us what led 92 00:05:46,800 --> 00:05:50,719 Speaker 1: to that epiphany and how it changed you? What I 93 00:05:50,760 --> 00:05:52,200 Speaker 1: was doing at the time as I was a general 94 00:05:52,240 --> 00:05:55,159 Speaker 1: manager of our CoverGirl business, which is Baltimore. And then 95 00:05:55,240 --> 00:05:57,719 Speaker 1: my white Betsy and our three daughters, who are all 96 00:05:57,800 --> 00:06:00,560 Speaker 1: under the age of ten, went to a place called 97 00:06:00,560 --> 00:06:04,320 Speaker 1: wind River Ranch up in the Colorado Rockies. It was 98 00:06:04,360 --> 00:06:08,320 Speaker 1: a spiritual ranch, nondenominational spiritual ranch. Because I was born Catholic, 99 00:06:08,320 --> 00:06:11,279 Speaker 1: my wife's Jewish. My dad was an alcoholics anonymous, so 100 00:06:11,279 --> 00:06:13,240 Speaker 1: he had a higher power and he was also there 101 00:06:13,240 --> 00:06:17,800 Speaker 1: with us. When we were there, the spiritual leader at 102 00:06:17,800 --> 00:06:19,320 Speaker 1: the very end of it came up to me and said, 103 00:06:20,120 --> 00:06:23,279 Speaker 1: you know, Mark, you really can make a big difference 104 00:06:23,320 --> 00:06:27,360 Speaker 1: in the world because you're in business. The greatest force 105 00:06:27,400 --> 00:06:28,919 Speaker 1: for good in the future is going to be business. 106 00:06:28,920 --> 00:06:31,320 Speaker 1: It's not going to be clergy, it's not gonna be government. 107 00:06:31,720 --> 00:06:33,960 Speaker 1: It's going to be business. If you choose to do so, 108 00:06:34,040 --> 00:06:35,320 Speaker 1: you can do a lot of good. We had just 109 00:06:35,480 --> 00:06:38,760 Speaker 1: introduced the Easy Breeze Beautiful Cover Gold campaign and I 110 00:06:39,040 --> 00:06:42,080 Speaker 1: literally it was an epiphany where I thought, oh wow, 111 00:06:42,720 --> 00:06:46,200 Speaker 1: the effect that we have on the standard of beauty 112 00:06:46,520 --> 00:06:51,680 Speaker 1: is profound. We're essentially portraying what we view is the 113 00:06:51,720 --> 00:06:55,640 Speaker 1: standard of beauty and unfortunate the time, the spokespeople we 114 00:06:55,680 --> 00:07:00,279 Speaker 1: had were too young, too skinny, and too white. And 115 00:07:00,360 --> 00:07:02,200 Speaker 1: I sat there and looked at my ten year old 116 00:07:02,279 --> 00:07:06,600 Speaker 1: daughters and I said, you know, I have an oligation 117 00:07:06,760 --> 00:07:09,800 Speaker 1: to do the right thing. And I knew then that 118 00:07:09,880 --> 00:07:12,040 Speaker 1: we needed to make a change. We brought in Queen Latifa, 119 00:07:12,040 --> 00:07:17,000 Speaker 1: we brought in all in Generous, Sophia Vergara, Pink, Janelle Monet. 120 00:07:17,760 --> 00:07:20,200 Speaker 1: We became diverse. We moved to a standard of beauty 121 00:07:20,240 --> 00:07:23,480 Speaker 1: that came from within as opposed to externally, and it 122 00:07:23,600 --> 00:07:26,360 Speaker 1: was really a very profound moment because I realized how 123 00:07:26,480 --> 00:07:32,600 Speaker 1: much impact advertising can have on people's perceptions. And that 124 00:07:32,720 --> 00:07:34,720 Speaker 1: was really the start of what I hope we're doing 125 00:07:34,760 --> 00:07:39,040 Speaker 1: now at that moment. What was the reaction internally from 126 00:07:39,080 --> 00:07:43,640 Speaker 1: the consumers and from the ad industry. Well, at first, 127 00:07:44,040 --> 00:07:46,480 Speaker 1: when I went back and talked to our agencies at 128 00:07:46,480 --> 00:07:49,680 Speaker 1: the time, They're like, well, wait, wait a minute, no, no, no, no, no, no, 129 00:07:49,840 --> 00:07:52,360 Speaker 1: that's not what women want to see. They don't want 130 00:07:52,360 --> 00:07:57,200 Speaker 1: to see themselves if they want to see other people 131 00:07:57,240 --> 00:08:01,240 Speaker 1: who are the quote better version of them selves. M 132 00:08:01,800 --> 00:08:04,320 Speaker 1: I said, no, no, no, no no, no, no, we need 133 00:08:04,360 --> 00:08:08,680 Speaker 1: to try. We can do something that's better. Thankfully, Alice Erickson, 134 00:08:08,720 --> 00:08:10,560 Speaker 1: who was the creative director at the time, did a 135 00:08:10,600 --> 00:08:13,040 Speaker 1: magnificent job, and she's the one who really, along with 136 00:08:13,480 --> 00:08:16,320 Speaker 1: the other team, brought in Queen Latifa. That really is 137 00:08:16,360 --> 00:08:20,120 Speaker 1: what transformed that campaign and that brand. What was the 138 00:08:20,160 --> 00:08:24,240 Speaker 1: reaction internally when you came back with this epiphany, You know, 139 00:08:24,640 --> 00:08:29,000 Speaker 1: internally people got it. They got it pretty quickly. They thought, 140 00:08:29,080 --> 00:08:31,000 Speaker 1: you know, yeah, this is something we can do, and 141 00:08:31,040 --> 00:08:33,640 Speaker 1: we went for it. It really unlocked a lot of creativity. 142 00:08:34,280 --> 00:08:36,600 Speaker 1: John Pepper was the first P and G CEO I 143 00:08:36,600 --> 00:08:38,720 Speaker 1: ever spent time with. I was back in the nineties, 144 00:08:39,000 --> 00:08:41,400 Speaker 1: and I must say when I met him, it was 145 00:08:41,440 --> 00:08:44,400 Speaker 1: not what I expected. I was sort of expecting. I 146 00:08:44,400 --> 00:08:48,400 Speaker 1: guess I don'tn't know what the cold, ruthless corporate killer. Instead, 147 00:08:48,440 --> 00:08:50,400 Speaker 1: I found the man who was interested in doing good 148 00:08:50,400 --> 00:08:54,120 Speaker 1: and interested in positive change in society. It was a 149 00:08:54,280 --> 00:08:58,480 Speaker 1: strong business as a force to do good philosophy very 150 00:08:58,559 --> 00:09:01,959 Speaker 1: much concurent with the story telling. Has that always been 151 00:09:02,040 --> 00:09:04,360 Speaker 1: the case at P and G? Where did that come from? 152 00:09:04,400 --> 00:09:06,600 Speaker 1: That came from the very beginning of this company. You 153 00:09:06,640 --> 00:09:09,319 Speaker 1: can go right down these halls and you can see 154 00:09:09,400 --> 00:09:14,360 Speaker 1: our archives. There's a picture of our founder's store, Procter 155 00:09:14,520 --> 00:09:18,640 Speaker 1: and Gamble. And the first claim we made was pure 156 00:09:18,720 --> 00:09:23,040 Speaker 1: goods at an honest weight. We sold candles, and so 157 00:09:23,880 --> 00:09:28,080 Speaker 1: what distinguished the company was that we had purity and 158 00:09:28,120 --> 00:09:31,760 Speaker 1: the products where some didn't, and we actually had an 159 00:09:31,760 --> 00:09:34,440 Speaker 1: honest weight. We said, here's how much is in here, 160 00:09:34,480 --> 00:09:37,840 Speaker 1: and that's exactly what we delivered. That's the foundation of 161 00:09:37,880 --> 00:09:40,440 Speaker 1: this company and it's always been that way. I want 162 00:09:40,440 --> 00:09:42,360 Speaker 1: to come back to the topic because I think it 163 00:09:42,440 --> 00:09:44,960 Speaker 1: really does make this company very special. But I want 164 00:09:45,000 --> 00:09:47,079 Speaker 1: to get a little context about you, and I want 165 00:09:47,080 --> 00:09:49,320 Speaker 1: to go back to the young mark. You were born 166 00:09:49,360 --> 00:09:52,920 Speaker 1: in Oakland, California, in the dawn of the sixties. You're Taurus, 167 00:09:53,240 --> 00:09:56,440 Speaker 1: and if you believe astrology, you seem to fit the 168 00:09:56,440 --> 00:10:00,640 Speaker 1: profile patients stepfast and radiate calm and fortitude, and I 169 00:10:00,679 --> 00:10:04,079 Speaker 1: love this one and often associated with successful business people. 170 00:10:04,559 --> 00:10:09,360 Speaker 1: Were you that way as a kid? I was pretty calm, 171 00:10:09,559 --> 00:10:13,240 Speaker 1: low key, and my brother was not. He was a 172 00:10:13,360 --> 00:10:15,200 Speaker 1: year younger and he was all over the place, and 173 00:10:15,280 --> 00:10:17,400 Speaker 1: he used to joke about how he'd be all over 174 00:10:17,440 --> 00:10:19,880 Speaker 1: the place and I'd be sitting there just focused on 175 00:10:19,920 --> 00:10:24,520 Speaker 1: my truck and playing around and doing things. So I've 176 00:10:24,559 --> 00:10:28,559 Speaker 1: always been that way. I'm actually quite introverted. I need 177 00:10:28,559 --> 00:10:30,880 Speaker 1: my turtle time, so to speak, where I can go 178 00:10:30,920 --> 00:10:32,640 Speaker 1: back into my little shell and just kind of hang 179 00:10:32,679 --> 00:10:35,719 Speaker 1: out and get some energy. Where did you grow up. Well, 180 00:10:36,000 --> 00:10:39,160 Speaker 1: started in Oakland, especially Filo, California, which is near that. 181 00:10:39,320 --> 00:10:42,720 Speaker 1: Then it went to Denver for twelve years till fourteen, 182 00:10:43,000 --> 00:10:46,120 Speaker 1: then went to Arkansas for two years, which was quite 183 00:10:46,120 --> 00:10:48,920 Speaker 1: a shot where in Arkansas in North Little Rock, Arkansas. 184 00:10:49,040 --> 00:10:52,520 Speaker 1: It was a very big, big change, going from really 185 00:10:52,559 --> 00:10:55,800 Speaker 1: what was at the time, you know, hippie country, and 186 00:10:55,840 --> 00:10:59,400 Speaker 1: I had long hair parted down the middle, often mistaken 187 00:11:00,080 --> 00:11:03,880 Speaker 1: or a girl. But then um went to Arkansas, and 188 00:11:03,880 --> 00:11:07,440 Speaker 1: then we moved to Elkhart, Indiana. My dad worked at 189 00:11:07,440 --> 00:11:09,840 Speaker 1: Miles Laboratory, as he had a sales territory in Arkansas, 190 00:11:09,880 --> 00:11:11,920 Speaker 1: and then we moved the home office up here, Indiana, 191 00:11:11,960 --> 00:11:14,240 Speaker 1: and then went to Bloomington, which is where I went 192 00:11:14,280 --> 00:11:16,720 Speaker 1: in the university, and then ended up here in Cincinnati. 193 00:11:16,960 --> 00:11:20,360 Speaker 1: I know you've talked about your own family diversity as 194 00:11:20,400 --> 00:11:21,920 Speaker 1: well as the world you grew up with. Can you 195 00:11:21,960 --> 00:11:26,400 Speaker 1: share that? Yeah, my mom is of German descent and 196 00:11:26,480 --> 00:11:30,560 Speaker 1: my dad is Mexican. His real dad's name was Gonzalez. 197 00:11:31,320 --> 00:11:35,240 Speaker 1: He was adopted by a man named Pritchard, which is 198 00:11:35,360 --> 00:11:38,840 Speaker 1: uh an English name. My parents got married, and my 199 00:11:38,920 --> 00:11:44,040 Speaker 1: whole life have presented as white. I recognized that there's 200 00:11:44,120 --> 00:11:48,000 Speaker 1: privilege associated with that I was lucky enough to be 201 00:11:48,120 --> 00:11:52,600 Speaker 1: named Pritchard. My parents considered naming me Mick because they 202 00:11:52,600 --> 00:11:55,600 Speaker 1: had a really good friend named Mick. I think often 203 00:11:55,640 --> 00:11:59,080 Speaker 1: that I could have been Mickey Gonzalez, which I'm not 204 00:11:59,160 --> 00:12:02,400 Speaker 1: sure I would have made it to this role given 205 00:12:02,440 --> 00:12:06,000 Speaker 1: the prejudice and biases around, so you know, you recognized privilege. 206 00:12:06,640 --> 00:12:09,400 Speaker 1: Probably the most profound moment was a few years ago. 207 00:12:09,440 --> 00:12:12,959 Speaker 1: A couple of years ago, were actually admitted publicly that 208 00:12:13,120 --> 00:12:16,000 Speaker 1: I was half Mexican, which I had never done in 209 00:12:16,320 --> 00:12:19,240 Speaker 1: thirty five years. Consciously, you hadn't done it or just 210 00:12:19,280 --> 00:12:22,319 Speaker 1: never gotten around. It was conscious because I was kind 211 00:12:22,360 --> 00:12:25,360 Speaker 1: of you know, I grew up in the sixties. My 212 00:12:25,440 --> 00:12:29,080 Speaker 1: dad was kind of an activist. He was very active 213 00:12:29,120 --> 00:12:31,280 Speaker 1: in the Mexican community. We used to go up to 214 00:12:31,320 --> 00:12:34,480 Speaker 1: this place called Wattenburg or called Latte, which was a 215 00:12:34,480 --> 00:12:38,240 Speaker 1: place where there were migrant farm workers that were all Mexican, 216 00:12:38,520 --> 00:12:40,719 Speaker 1: and he was very much into that kind of thing. 217 00:12:40,760 --> 00:12:43,520 Speaker 1: So I kind of adopted that activism. So I was 218 00:12:43,640 --> 00:12:46,840 Speaker 1: very much into Chicano activism. When I was in Colorado. 219 00:12:46,880 --> 00:12:49,920 Speaker 1: I moved to Arkansas. Half the high school with black 220 00:12:50,040 --> 00:12:52,920 Speaker 1: so I was very much into civil rights and those 221 00:12:53,000 --> 00:12:57,200 Speaker 1: kinds of things. When I got to college, that was fine, 222 00:12:57,240 --> 00:12:58,920 Speaker 1: But then when I got to work, I kind of 223 00:12:58,960 --> 00:13:05,720 Speaker 1: suppressed my Mexican heritage because I learned about labels. When 224 00:13:05,760 --> 00:13:09,360 Speaker 1: I would put an application where I would say race, 225 00:13:10,280 --> 00:13:14,000 Speaker 1: you know, Caucasian, Hispanic, whatever said that would put if 226 00:13:14,160 --> 00:13:17,920 Speaker 1: you put Caucasian, because it will affect how you're viewed. 227 00:13:18,600 --> 00:13:22,800 Speaker 1: That always in there in the subconscious. So when I 228 00:13:22,840 --> 00:13:26,000 Speaker 1: got to work and I suppressed it, and then when 229 00:13:26,040 --> 00:13:30,200 Speaker 1: I started getting in this position, realizing the privilege of 230 00:13:30,240 --> 00:13:35,480 Speaker 1: this position and the opportunity to make a difference and 231 00:13:35,720 --> 00:13:38,080 Speaker 1: right some of the wrongs and affect biased by what 232 00:13:38,120 --> 00:13:42,160 Speaker 1: we do on advertising, I came out as a Mexican. 233 00:13:42,360 --> 00:13:45,559 Speaker 1: It was emotional, but it was important because they created 234 00:13:45,559 --> 00:13:47,640 Speaker 1: emotional safety for other people to do the same. Well. 235 00:13:47,640 --> 00:13:50,040 Speaker 1: It's a powerful story in the business and I think 236 00:13:50,040 --> 00:13:52,559 Speaker 1: the impact you've had on people is well known. Did 237 00:13:52,559 --> 00:13:56,000 Speaker 1: you feel like an outsider when you have a heritage 238 00:13:56,120 --> 00:13:59,280 Speaker 1: or an identity being a half Mexican and seeing what 239 00:13:59,320 --> 00:14:01,760 Speaker 1: happened to my dad, there's that little bit of feeling 240 00:14:01,960 --> 00:14:06,760 Speaker 1: sometimes on the outside. Then moving having to break into 241 00:14:06,800 --> 00:14:11,559 Speaker 1: a new group where I was the hippie yankee. Literally 242 00:14:11,679 --> 00:14:14,240 Speaker 1: they called me the hippie yankee down in Arkansas, so 243 00:14:14,280 --> 00:14:19,360 Speaker 1: I felt outside. Then then moved to Northern Indiana, where 244 00:14:19,840 --> 00:14:23,440 Speaker 1: I was just also an outsider. Again, different type of culture. 245 00:14:24,120 --> 00:14:26,960 Speaker 1: Ever where you go. Whenever I start someplace new, there's 246 00:14:26,960 --> 00:14:29,520 Speaker 1: always that little bit of a feeling and look, I'm 247 00:14:29,560 --> 00:14:31,480 Speaker 1: not the only person that feels that way, but what 248 00:14:31,600 --> 00:14:34,480 Speaker 1: it does is allow me to have some empathy. Does 249 00:14:34,600 --> 00:14:37,120 Speaker 1: that help you as a market or two and as 250 00:14:37,120 --> 00:14:40,920 Speaker 1: a manager? I think in the way in which trying 251 00:14:40,960 --> 00:14:45,760 Speaker 1: to just understand other people more effectively. In order to 252 00:14:45,760 --> 00:14:47,920 Speaker 1: be able to engage and be part of something, you know, 253 00:14:48,000 --> 00:14:49,840 Speaker 1: you need to understand other people so you can connect 254 00:14:49,840 --> 00:14:53,640 Speaker 1: with them. You went to Indiana University in Bloomington's why 255 00:14:53,680 --> 00:14:56,720 Speaker 1: they're because it was local? Yeah, because we could afford it. 256 00:14:56,920 --> 00:14:59,080 Speaker 1: That's a good reason. Yeah. We lived in Elkhart, Indiana, 257 00:14:59,120 --> 00:15:00,960 Speaker 1: which is right next to Outbend. And I said I 258 00:15:01,000 --> 00:15:02,960 Speaker 1: wanted to go not to day. My dad said, no, 259 00:15:02,960 --> 00:15:05,040 Speaker 1: no way, we can't afford that. You can go to Indiana. 260 00:15:05,160 --> 00:15:07,680 Speaker 1: When you went to college, what did you expect to 261 00:15:07,680 --> 00:15:10,720 Speaker 1: get from college? And looking back on it, what did 262 00:15:10,720 --> 00:15:13,840 Speaker 1: you get from college? I just looked back at what 263 00:15:13,960 --> 00:15:15,880 Speaker 1: I was like when I was eighteen years old and 264 00:15:16,320 --> 00:15:18,360 Speaker 1: I went to college because my dad said you need 265 00:15:18,400 --> 00:15:21,520 Speaker 1: to go to college. And I remember pretty clearly where. 266 00:15:21,520 --> 00:15:23,080 Speaker 1: He said what do you want to major? And I 267 00:15:23,080 --> 00:15:25,680 Speaker 1: said journalism? He said no, no, I don't think so, 268 00:15:26,200 --> 00:15:29,040 Speaker 1: You're not going to make any money in journalism. I said, oh, okay, 269 00:15:29,480 --> 00:15:33,080 Speaker 1: what do you think business? Okay, he was in marketing 270 00:15:33,240 --> 00:15:34,920 Speaker 1: at the time. You know, I thought I'd go get 271 00:15:34,920 --> 00:15:38,040 Speaker 1: a degree, I'd get a job and go from there. 272 00:15:38,240 --> 00:15:39,880 Speaker 1: And what I got out of it is I learned 273 00:15:39,880 --> 00:15:42,760 Speaker 1: how to learn. More than anything. I look back on 274 00:15:42,840 --> 00:15:45,360 Speaker 1: it and learned how to learn, and that has carried 275 00:15:45,400 --> 00:15:48,600 Speaker 1: me with me every day. I learned something new every 276 00:15:48,600 --> 00:15:51,400 Speaker 1: single day, and I go at my job in that 277 00:15:51,440 --> 00:15:54,520 Speaker 1: way as well. There is an ongoing debate about whether 278 00:15:54,560 --> 00:15:57,200 Speaker 1: we pushed too many kids onto the college track. Where 279 00:15:57,200 --> 00:15:59,560 Speaker 1: do you come out on that. Do you have a you, well, 280 00:15:59,680 --> 00:16:02,760 Speaker 1: I don't know. I think it would be great if 281 00:16:02,880 --> 00:16:06,920 Speaker 1: every kid could have some form of college education. That 282 00:16:07,040 --> 00:16:09,920 Speaker 1: doesn't mean that people can't go into a technical track 283 00:16:10,040 --> 00:16:12,720 Speaker 1: or a tradecraft or anything like that. Those are all 284 00:16:12,840 --> 00:16:16,240 Speaker 1: wonderful approaches, But if anything, I think we need to 285 00:16:16,240 --> 00:16:19,920 Speaker 1: make sure that we educate more many people as possible. Absolutely, 286 00:16:19,960 --> 00:16:22,080 Speaker 1: I think that's one of the things that's got to happen. 287 00:16:22,520 --> 00:16:24,720 Speaker 1: Education is one of the areas that we spent a 288 00:16:24,800 --> 00:16:27,000 Speaker 1: lot of time on ensuring that we get people educated, 289 00:16:27,040 --> 00:16:32,920 Speaker 1: particularly women. Blacks, Latinos, and other cultures. That's important. So 290 00:16:33,080 --> 00:16:36,200 Speaker 1: you join PNG right after college, and you showed your 291 00:16:36,280 --> 00:16:38,680 Speaker 1: leadership skills early. As I understand that you had a 292 00:16:38,720 --> 00:16:40,760 Speaker 1: dozen or so folks working for you when you were 293 00:16:40,800 --> 00:16:43,880 Speaker 1: a very young man, many of whom were older than you. 294 00:16:44,400 --> 00:16:49,600 Speaker 1: How did managing an older, more experienced workforce help shape 295 00:16:49,600 --> 00:16:53,720 Speaker 1: your management style. I was twenty two years old, four 296 00:16:53,840 --> 00:16:57,520 Speaker 1: months out of college, working at the Mahoopani plant, which 297 00:16:57,600 --> 00:16:59,840 Speaker 1: is one of our biggest, if not our biggest plant, 298 00:17:00,760 --> 00:17:03,400 Speaker 1: and I had a dozen people working for me. I 299 00:17:03,480 --> 00:17:06,000 Speaker 1: was the planting accounty management. These were experts. These are 300 00:17:06,040 --> 00:17:08,679 Speaker 1: people who had been doing this for anywhere from twenty 301 00:17:08,680 --> 00:17:11,400 Speaker 1: to forty years. I didn't know what I was doing. 302 00:17:11,680 --> 00:17:16,240 Speaker 1: They were kind enough to help me be a good manager. 303 00:17:16,760 --> 00:17:20,159 Speaker 1: Since I didn't know their skill and their craft, then 304 00:17:20,280 --> 00:17:22,320 Speaker 1: I wasn't even going to try. What I was gonna 305 00:17:22,320 --> 00:17:25,439 Speaker 1: do is be there to help them whatever they needed. 306 00:17:25,960 --> 00:17:28,119 Speaker 1: That's really the way I focused. It was focused on 307 00:17:28,160 --> 00:17:29,399 Speaker 1: what do I need to do to help you? And 308 00:17:29,440 --> 00:17:31,879 Speaker 1: then what can I do to add uniquely. It was 309 00:17:31,920 --> 00:17:36,000 Speaker 1: the beginning of my mantra, which is to be useful 310 00:17:36,200 --> 00:17:38,399 Speaker 1: to other people. And that's really what I focused on 311 00:17:38,480 --> 00:17:40,640 Speaker 1: that stayed with you all this time, stayed with me. 312 00:17:40,840 --> 00:17:43,679 Speaker 1: In fact, I wake up every day and ask for 313 00:17:43,680 --> 00:17:46,520 Speaker 1: the strength to be useful to whomever I come in 314 00:17:46,600 --> 00:17:50,040 Speaker 1: contact with. What is really interesting and quite different than 315 00:17:50,480 --> 00:17:52,359 Speaker 1: most people we've had on Math and Magic is how 316 00:17:52,440 --> 00:17:57,080 Speaker 1: P ANDNG has prioritized leadership and management skill over professional 317 00:17:57,080 --> 00:18:00,200 Speaker 1: skill or knowledge point you're just making you move from 318 00:18:00,440 --> 00:18:04,800 Speaker 1: financial analysts, profit forecaster into strategy and then brand manager, associate, 319 00:18:04,840 --> 00:18:08,399 Speaker 1: advertising manager, marketing director, then GM. You even did a 320 00:18:08,440 --> 00:18:11,640 Speaker 1: stent outside the US leading the development P and g's 321 00:18:11,680 --> 00:18:14,920 Speaker 1: global I T strategy at about the time the Internet 322 00:18:15,160 --> 00:18:17,800 Speaker 1: popped up into the consumers lives and you worked in 323 00:18:17,880 --> 00:18:22,960 Speaker 1: hair care, oral products, skincare, the US cosmetics and fragrance products. 324 00:18:22,960 --> 00:18:27,520 Speaker 1: So you had multiple disciplines, multiple product categories. The only 325 00:18:27,600 --> 00:18:31,240 Speaker 1: constant was leadership. Can you give us the philosophy the 326 00:18:31,280 --> 00:18:33,879 Speaker 1: company has for doing that and how they view the 327 00:18:33,960 --> 00:18:37,040 Speaker 1: career path of young managers like you were and how 328 00:18:37,080 --> 00:18:39,879 Speaker 1: it helped to you. Leadership is one of those foundational 329 00:18:39,920 --> 00:18:44,240 Speaker 1: skills that we really seek at PNG. We also look 330 00:18:44,320 --> 00:18:47,280 Speaker 1: for initiative, We look for the ability to make things happen. 331 00:18:47,960 --> 00:18:51,240 Speaker 1: We look for thinking, and problem solving. We hire really 332 00:18:51,240 --> 00:18:54,400 Speaker 1: smart people, but we're also looking for people who can 333 00:18:54,480 --> 00:18:58,400 Speaker 1: work well with others collaboration. It seems like you really 334 00:18:58,440 --> 00:19:01,080 Speaker 1: do prioritize that, and I think in most companies you're 335 00:19:01,119 --> 00:19:03,080 Speaker 1: in a career track, you're a creative type, you're an 336 00:19:03,080 --> 00:19:05,760 Speaker 1: I T person or whatever. It's very hard to say 337 00:19:05,760 --> 00:19:07,320 Speaker 1: I'm gonna take my I T manager or make them 338 00:19:07,320 --> 00:19:10,119 Speaker 1: my marketing manager. Yet the sense I get at P 339 00:19:10,200 --> 00:19:12,880 Speaker 1: and G is that you think smart people can learn 340 00:19:13,080 --> 00:19:15,920 Speaker 1: or do anything, and certainly manage any of these disciplines. 341 00:19:16,119 --> 00:19:18,560 Speaker 1: I wish it was as good as you describe it. 342 00:19:18,560 --> 00:19:22,080 Speaker 1: It's still a little siloed, but in fact, we just 343 00:19:22,119 --> 00:19:25,240 Speaker 1: had our management meetings here where the most senior managers 344 00:19:25,240 --> 00:19:26,800 Speaker 1: the company came in here for a week, and one 345 00:19:26,840 --> 00:19:30,000 Speaker 1: of the things we talked about was moving toward a 346 00:19:30,000 --> 00:19:36,200 Speaker 1: more skill based, less siloed development approach, because we find 347 00:19:36,320 --> 00:19:40,360 Speaker 1: that smart people can do great things. If you give 348 00:19:40,400 --> 00:19:43,320 Speaker 1: them enough of the technical and professional skills, they can 349 00:19:43,359 --> 00:19:47,120 Speaker 1: do pretty amazing things. There's some plunge ability, as you describe, 350 00:19:47,160 --> 00:19:49,080 Speaker 1: but we think we can go even further. So if 351 00:19:49,119 --> 00:19:52,920 Speaker 1: you find a new manager and say that person has 352 00:19:53,480 --> 00:19:58,320 Speaker 1: incredible potential. Do you deliberately push them through different disciplines 353 00:19:58,359 --> 00:20:00,680 Speaker 1: to try and give them a broader experience or does 354 00:20:00,760 --> 00:20:03,520 Speaker 1: that happen by accident it happens deliberately. I would say 355 00:20:03,520 --> 00:20:05,639 Speaker 1: it doesn't happen as much as we'd want it to. 356 00:20:05,800 --> 00:20:08,520 Speaker 1: I think we want to do more. I started in finance, 357 00:20:08,920 --> 00:20:12,200 Speaker 1: moved into in the marketing, So that was an example. 358 00:20:12,240 --> 00:20:15,119 Speaker 1: There's many many people who have started in one place, 359 00:20:15,160 --> 00:20:18,000 Speaker 1: moved into another, and then moved up through the ranks. 360 00:20:18,080 --> 00:20:20,359 Speaker 1: Any advice you would give companies that don't do it 361 00:20:20,400 --> 00:20:23,760 Speaker 1: this way? What would be your argument for the advantage 362 00:20:23,760 --> 00:20:26,200 Speaker 1: of doing it? The advantage of doing is that right 363 00:20:26,200 --> 00:20:30,440 Speaker 1: now the world requires it. The world's moving way too 364 00:20:30,480 --> 00:20:33,199 Speaker 1: fast for us to be able to just stay in 365 00:20:33,240 --> 00:20:37,399 Speaker 1: one particular discipline. We're looking for people who have marketing 366 00:20:37,440 --> 00:20:40,200 Speaker 1: skills and analytical skills, and creative skills, and design skills 367 00:20:40,240 --> 00:20:43,440 Speaker 1: and communication skills. You mentioned that P and G really 368 00:20:43,480 --> 00:20:47,360 Speaker 1: does grow its leaders internally and from the outside. You're 369 00:20:47,400 --> 00:20:49,639 Speaker 1: known for that. I mean here you are the entire 370 00:20:49,680 --> 00:20:53,560 Speaker 1: career of PNG. How does the company think about how 371 00:20:53,600 --> 00:20:57,399 Speaker 1: that happens. The way we focus on developing leaders is 372 00:20:57,560 --> 00:21:01,000 Speaker 1: building their skills, building their capabilities, but the application of 373 00:21:01,040 --> 00:21:05,080 Speaker 1: those to deliver results is the key differentiator. You've got 374 00:21:05,080 --> 00:21:07,440 Speaker 1: to figure out how to build brands and build businesses 375 00:21:07,680 --> 00:21:10,920 Speaker 1: combined with judgment around what potential might be. And then 376 00:21:10,920 --> 00:21:13,159 Speaker 1: a big part of this putting people into jobs that 377 00:21:13,240 --> 00:21:16,920 Speaker 1: are challenging and they stretch, and that's what really then 378 00:21:16,960 --> 00:21:20,760 Speaker 1: propels them. We'll be right back with more from our 379 00:21:20,840 --> 00:21:23,680 Speaker 1: live recording of Math and Magic after this quick break, 380 00:21:27,720 --> 00:21:30,239 Speaker 1: we're back with Mark Pritchard from a live recording of 381 00:21:30,280 --> 00:21:34,159 Speaker 1: Math and Magic at Procter and Gamble in Cincinnati. I 382 00:21:34,200 --> 00:21:36,479 Speaker 1: want to get to some meat of marketing now. You 383 00:21:36,560 --> 00:21:39,600 Speaker 1: live through the advent of the birth of cable TV networks, 384 00:21:39,640 --> 00:21:43,160 Speaker 1: the introduction of the web, the birth of social search, 385 00:21:43,359 --> 00:21:47,760 Speaker 1: mobile targeting, retargeting, programmatic buying, and more. Yet your most 386 00:21:47,840 --> 00:21:53,960 Speaker 1: dramatic bottom line successes, certainly recently, have been after you 387 00:21:54,080 --> 00:21:58,520 Speaker 1: quite dramatically and vocally overhauled your entire marketing and quite 388 00:21:58,520 --> 00:22:00,639 Speaker 1: famously said for all of us and you, we love this. 389 00:22:01,160 --> 00:22:04,240 Speaker 1: What is old is new again? Referring to TV, radio 390 00:22:04,280 --> 00:22:07,560 Speaker 1: and outdoor, what exactly did you and your team do? 391 00:22:08,400 --> 00:22:13,040 Speaker 1: We constructively disrupted ourselves. We did this as a company 392 00:22:13,400 --> 00:22:16,080 Speaker 1: about five years ago where we first of all changed 393 00:22:16,160 --> 00:22:20,119 Speaker 1: our portfolio. Our portfolio products needed to change. We had 394 00:22:20,119 --> 00:22:24,520 Speaker 1: sixteen categories. We moved to ten, ten categories where performance 395 00:22:24,560 --> 00:22:27,760 Speaker 1: drives brand choice, because that's what we're all about. Star 396 00:22:27,920 --> 00:22:30,879 Speaker 1: Candles was the best candle in the world, and Ivory 397 00:22:30,920 --> 00:22:32,560 Speaker 1: Soap when it came out was the best soap in 398 00:22:32,560 --> 00:22:34,240 Speaker 1: the world. And that's what we do is focus on 399 00:22:34,880 --> 00:22:38,160 Speaker 1: products where performance drives brand choice. And then we changed 400 00:22:38,200 --> 00:22:42,199 Speaker 1: our strategy to focus on irresistible superiority, literally irresistible. It 401 00:22:42,240 --> 00:22:44,399 Speaker 1: had to be the best and people had to have it. 402 00:22:44,760 --> 00:22:48,439 Speaker 1: And then what we did is focus on in the 403 00:22:48,480 --> 00:22:53,000 Speaker 1: marketing area, reinventing brand building from mass marketing with lots 404 00:22:53,000 --> 00:22:58,440 Speaker 1: of waste two mass precision, one to one brand building 405 00:22:58,680 --> 00:23:02,600 Speaker 1: using data and digital technology. That's how we started to 406 00:23:02,760 --> 00:23:08,240 Speaker 1: reinvent media, so mass blasting lots of waste to using 407 00:23:08,280 --> 00:23:10,240 Speaker 1: the data to get to one to one precision. It's 408 00:23:10,240 --> 00:23:16,119 Speaker 1: why we rediscovered the power of audio. Back when radio 409 00:23:16,200 --> 00:23:19,920 Speaker 1: came around, we created the ability to connect with people 410 00:23:19,960 --> 00:23:22,680 Speaker 1: through radio and it's just wonderful whenever you and I've 411 00:23:22,720 --> 00:23:26,959 Speaker 1: had several conversations about now the ability to engage with 412 00:23:27,040 --> 00:23:32,840 Speaker 1: people in precision to reach people, and then things like podcasts, 413 00:23:33,119 --> 00:23:36,200 Speaker 1: which has now become this completely new new media. As 414 00:23:36,200 --> 00:23:39,080 Speaker 1: we started getting into new media, we started getting your 415 00:23:39,160 --> 00:23:44,040 Speaker 1: new creativity. We started getting into reinventing advertising, creating content, 416 00:23:44,080 --> 00:23:47,280 Speaker 1: partnerships and new ways of doing things while still doing 417 00:23:47,320 --> 00:23:51,200 Speaker 1: the fundamentals. That changed our agency model. We used to 418 00:23:51,240 --> 00:23:55,840 Speaker 1: have fixed relationships that lasted for decades to the ability 419 00:23:55,880 --> 00:23:57,520 Speaker 1: to flow in and out so we can get greater 420 00:23:57,600 --> 00:24:01,639 Speaker 1: levels of creativity. Finally, we went into too being a 421 00:24:01,680 --> 00:24:04,200 Speaker 1: force for good and a force for growth rather than 422 00:24:04,280 --> 00:24:07,399 Speaker 1: just focusing on one particular vector. It's been a pretty 423 00:24:07,440 --> 00:24:10,480 Speaker 1: big transformation that's making a difference. It's someone who's in 424 00:24:10,520 --> 00:24:13,119 Speaker 1: the audio business. It looks like this year P and 425 00:24:13,119 --> 00:24:16,080 Speaker 1: G will probably wind up as the number one advertising radio, 426 00:24:16,119 --> 00:24:18,520 Speaker 1: or at least close to it. Three years ago, you 427 00:24:18,520 --> 00:24:21,600 Speaker 1: may not have been in the top fifty. What happened there. 428 00:24:22,040 --> 00:24:24,320 Speaker 1: Part of the reason why I think it came about 429 00:24:24,520 --> 00:24:29,040 Speaker 1: is because we started having different types of audio or 430 00:24:29,160 --> 00:24:34,240 Speaker 1: radio opportunities. There were many Pandora, Spotify, Serious, I Heart. 431 00:24:34,720 --> 00:24:38,280 Speaker 1: These all offered new opportunities with new levels of ways 432 00:24:38,280 --> 00:24:42,000 Speaker 1: to engage consumers. We followed consumers, where are they spending 433 00:24:42,040 --> 00:24:44,160 Speaker 1: their time. That was a big aspect of it, because 434 00:24:44,200 --> 00:24:46,879 Speaker 1: that's fundamentally what it's all about. And then we started 435 00:24:46,920 --> 00:24:51,360 Speaker 1: getting creative, We started rediscovering creativity. What that did then 436 00:24:51,440 --> 00:24:54,159 Speaker 1: is allow us to be able to try things, measure 437 00:24:54,160 --> 00:24:57,320 Speaker 1: the performance, and then start reinvesting in it. When you 438 00:24:57,600 --> 00:25:02,119 Speaker 1: look at advertisers supported broadcast television, your reach is declining 439 00:25:02,440 --> 00:25:07,080 Speaker 1: pretty substantially. Does that impact looking for other media like 440 00:25:07,280 --> 00:25:09,880 Speaker 1: radio to get reach. TV used to be the big 441 00:25:09,880 --> 00:25:12,440 Speaker 1: reach medium, at least than most of my career. Laws. Yeah, 442 00:25:12,520 --> 00:25:15,000 Speaker 1: TV is still a big reach medium and we still 443 00:25:15,160 --> 00:25:17,840 Speaker 1: have a pretty heavy investment in TV. The part of 444 00:25:17,840 --> 00:25:20,720 Speaker 1: it that is the perplexing aspect of it is how 445 00:25:21,119 --> 00:25:25,240 Speaker 1: reach continues to decline yet cost continues to go up. 446 00:25:25,600 --> 00:25:29,040 Speaker 1: Just define the laws of economics, but many of us 447 00:25:29,080 --> 00:25:31,800 Speaker 1: continue to go towards that. What that does is that 448 00:25:31,840 --> 00:25:35,439 Speaker 1: causes you to look at different ways to engage with people, 449 00:25:35,560 --> 00:25:38,439 Speaker 1: and many many cases in TV in particular, and we 450 00:25:38,440 --> 00:25:40,680 Speaker 1: actually found this in digital once we demanded to get 451 00:25:40,720 --> 00:25:43,680 Speaker 1: the data, was that there's too much frequency. The most 452 00:25:43,720 --> 00:25:48,399 Speaker 1: annoying part about advertising and media is excess frequency. Having 453 00:25:48,400 --> 00:25:51,119 Speaker 1: to hear or see the same add over and over again, 454 00:25:51,560 --> 00:25:54,040 Speaker 1: part of our job is we started getting the data, 455 00:25:54,200 --> 00:25:57,200 Speaker 1: which is a big difference in that we finally came 456 00:25:57,200 --> 00:25:59,479 Speaker 1: to Grips with the wall gardens and probably gonna stay walled. 457 00:25:59,760 --> 00:26:01,960 Speaker 1: So we went out and got our own data. And 458 00:26:02,080 --> 00:26:04,760 Speaker 1: so now we have over a billion ideas, so we're 459 00:26:04,800 --> 00:26:08,920 Speaker 1: able to more easily track where things are going, programmatically 460 00:26:08,960 --> 00:26:11,639 Speaker 1: serve things so we can cap the frequency so we 461 00:26:11,680 --> 00:26:15,880 Speaker 1: don't annoy people, find new alternatives like radio, like audio, 462 00:26:16,560 --> 00:26:19,440 Speaker 1: and then measure the performance. Let's spend the second on 463 00:26:19,520 --> 00:26:23,240 Speaker 1: the creative, the magic in the math and magic equation. 464 00:26:23,560 --> 00:26:27,639 Speaker 1: What makes a good ad something that is useful and 465 00:26:27,760 --> 00:26:32,080 Speaker 1: interesting and in our case actually conveys the superiority of 466 00:26:32,119 --> 00:26:35,800 Speaker 1: the product. Great ads have an insight that helps a 467 00:26:35,840 --> 00:26:39,119 Speaker 1: person connect to that because they know they recognize it. 468 00:26:39,600 --> 00:26:42,160 Speaker 1: We call out a problem that you have and then 469 00:26:42,560 --> 00:26:45,040 Speaker 1: we show you how to solve it. Is We have 470 00:26:45,160 --> 00:26:48,920 Speaker 1: some really funny ads. We have some really informative ads. 471 00:26:48,920 --> 00:26:51,120 Speaker 1: Some of the most interesting ads we put out there 472 00:26:51,119 --> 00:26:53,880 Speaker 1: like infomercials. I've actually gone back to informers. Mr Clean, 473 00:26:53,960 --> 00:26:56,640 Speaker 1: Magic Eraser. We could not find a way to make 474 00:26:56,720 --> 00:26:59,520 Speaker 1: this brand grow. We did a Super Bowl ad that 475 00:26:59,600 --> 00:27:02,639 Speaker 1: was really funny nothing. What we did is we actually 476 00:27:02,640 --> 00:27:04,959 Speaker 1: put out an AD that's pretty much like an informercial, 477 00:27:05,000 --> 00:27:07,359 Speaker 1: which said, here's all the problems that you have in 478 00:27:07,400 --> 00:27:09,600 Speaker 1: your home in terms of cleaning stuff, and then it 479 00:27:09,640 --> 00:27:12,840 Speaker 1: talked about how Mr Clean Magic eraser can clean all 480 00:27:12,880 --> 00:27:17,040 Speaker 1: those different things. And it was the most straightforward some 481 00:27:17,200 --> 00:27:20,280 Speaker 1: might even call it boring ad. And the business results 482 00:27:20,760 --> 00:27:24,320 Speaker 1: went up ten to as soon as you put it 483 00:27:24,359 --> 00:27:28,000 Speaker 1: on Why because it was useful. It was useful and 484 00:27:28,040 --> 00:27:30,960 Speaker 1: it told people how this product worked. It's not going 485 00:27:31,000 --> 00:27:34,080 Speaker 1: to win any wards it can, but that's fine because 486 00:27:34,119 --> 00:27:36,760 Speaker 1: it's growing to business. Someone told me very early in 487 00:27:36,760 --> 00:27:39,560 Speaker 1: my career I got my first gold Records. Might looked 488 00:27:39,600 --> 00:27:42,159 Speaker 1: at me, small timer and says, you know, kid, you 489 00:27:42,200 --> 00:27:46,080 Speaker 1: can't take it to the a MP. Yes, doesn't add 490 00:27:46,200 --> 00:27:48,479 Speaker 1: have an expiration date. You talked about you don't want 491 00:27:48,480 --> 00:27:51,040 Speaker 1: people to get tired of your ads? Is a great ad? 492 00:27:51,040 --> 00:27:53,240 Speaker 1: A great ad for a long time. Yeah. I really 493 00:27:53,280 --> 00:27:56,800 Speaker 1: believe that the only reason why people are annoyed by ads, 494 00:27:56,880 --> 00:27:58,320 Speaker 1: or why and ad gets old is that they see 495 00:27:58,359 --> 00:28:01,199 Speaker 1: it over and over again. We actually get tired of 496 00:28:01,240 --> 00:28:04,119 Speaker 1: ask before consumers do. In many cases. I don't know 497 00:28:04,119 --> 00:28:05,560 Speaker 1: if you've seen some of the sk two work that 498 00:28:05,600 --> 00:28:08,280 Speaker 1: we've done recently. Those are completely different type of ad. 499 00:28:08,440 --> 00:28:12,080 Speaker 1: Those are like comedy sketches with James Gordon and the 500 00:28:12,200 --> 00:28:15,200 Speaker 1: Naly went Tona Bey and John Legend, and they're hilarious. 501 00:28:15,480 --> 00:28:16,800 Speaker 1: I don't think those are going to get old for 502 00:28:16,800 --> 00:28:19,000 Speaker 1: a long time. It's funny and radio we played the 503 00:28:19,040 --> 00:28:22,159 Speaker 1: songs the personalities on the air here the songs, and 504 00:28:22,400 --> 00:28:25,280 Speaker 1: about the time the personalities say, gosh, I'm sick of 505 00:28:25,320 --> 00:28:27,920 Speaker 1: this song, the consumers to sing, what's that new song 506 00:28:27,960 --> 00:28:31,800 Speaker 1: you're playing? Exactly. Great songs don't get old. Great ads 507 00:28:31,800 --> 00:28:34,320 Speaker 1: don't get old. We've had ads where we've showed them 508 00:28:34,400 --> 00:28:36,679 Speaker 1: over and over again, some of our Olympic advertising. Do 509 00:28:36,680 --> 00:28:38,640 Speaker 1: you ever go back and pick up an old campaign 510 00:28:38,680 --> 00:28:41,120 Speaker 1: or an old ad or elements from it and bring 511 00:28:41,160 --> 00:28:43,960 Speaker 1: it around again. Periodically we go back and look for inspiration. 512 00:28:44,320 --> 00:28:45,880 Speaker 1: Now you give me some ideas to go back and 513 00:28:45,920 --> 00:28:47,840 Speaker 1: do some of that. I want to jump back to 514 00:28:47,880 --> 00:28:50,760 Speaker 1: where we began. P and G is a huge company, 515 00:28:51,000 --> 00:28:54,200 Speaker 1: but it has a heart that you might actually expect 516 00:28:54,200 --> 00:28:56,800 Speaker 1: from a nonprofit. You talked little bit about where this 517 00:28:56,920 --> 00:28:58,959 Speaker 1: came from, but I'd like to hit a couple of 518 00:28:59,200 --> 00:29:01,600 Speaker 1: the things you've on and are doing, just to get 519 00:29:01,680 --> 00:29:05,040 Speaker 1: a little context on it. Love over Bias. Can you 520 00:29:05,040 --> 00:29:07,320 Speaker 1: give us a minute on that? Yeah? Love Over Bias 521 00:29:07,440 --> 00:29:11,360 Speaker 1: was our last Olympic ad, which was trying to shine 522 00:29:11,400 --> 00:29:14,080 Speaker 1: the light on the bias that exists in the world 523 00:29:14,280 --> 00:29:16,640 Speaker 1: and then imagine what the world can see if they 524 00:29:16,640 --> 00:29:19,320 Speaker 1: looked at it through mom's eyes and looked at people 525 00:29:19,320 --> 00:29:23,160 Speaker 1: through mom's eyes. It was just a brilliant add It 526 00:29:23,280 --> 00:29:24,800 Speaker 1: was one of the best we've ever done. It was 527 00:29:24,840 --> 00:29:29,760 Speaker 1: also directed by Alma Horrell, who is you may know, 528 00:29:30,080 --> 00:29:32,800 Speaker 1: founded Free to Work. Just a brilliant director gave just 529 00:29:32,840 --> 00:29:35,880 Speaker 1: such a touch to it that was just phenomenal that 530 00:29:35,960 --> 00:29:38,280 Speaker 1: really helped build our business. At the same time, were 531 00:29:38,280 --> 00:29:40,480 Speaker 1: you able to measure it in any way the impact 532 00:29:40,520 --> 00:29:44,080 Speaker 1: it had on changing attitudes? Primarily the way we measured 533 00:29:44,120 --> 00:29:47,160 Speaker 1: that one is through just the sentiment that it provided. 534 00:29:47,360 --> 00:29:49,800 Speaker 1: The reactions that we got of an ad is really 535 00:29:49,840 --> 00:29:52,000 Speaker 1: brilliant or a piece of work is really brilliant. It 536 00:29:52,040 --> 00:29:55,680 Speaker 1: does amplify and get carried. You've been a vocal advocate 537 00:29:55,720 --> 00:29:58,520 Speaker 1: for pay equality. I think if my numbers are right, 538 00:29:58,560 --> 00:30:00,840 Speaker 1: about forty of the manager years of the company are 539 00:30:00,840 --> 00:30:05,440 Speaker 1: now women seven Sorry with old numbers. How did the 540 00:30:05,440 --> 00:30:09,040 Speaker 1: company do that? What was the process to get there? 541 00:30:09,080 --> 00:30:10,840 Speaker 1: Because I think there's a lesson in that for a 542 00:30:10,840 --> 00:30:13,280 Speaker 1: lot of other companies that are wrestling with the same issue. 543 00:30:13,480 --> 00:30:16,960 Speaker 1: A big part of that came from leadership. When I started, 544 00:30:17,000 --> 00:30:20,040 Speaker 1: there were not many women managers, but the leadership at 545 00:30:20,040 --> 00:30:22,880 Speaker 1: the time, John Smail and then eventually John Pepper and 546 00:30:22,920 --> 00:30:26,920 Speaker 1: others said diversity is important, and that led to over 547 00:30:26,960 --> 00:30:31,320 Speaker 1: time now at and we're seeking to get leadership still today, 548 00:30:31,400 --> 00:30:35,720 Speaker 1: David Taylor is absolutely adamant about the power of diversity, 549 00:30:35,760 --> 00:30:38,000 Speaker 1: and over time. What we also found, Bob, was that 550 00:30:38,520 --> 00:30:40,560 Speaker 1: diversity is not only the right thing to do, it's 551 00:30:40,640 --> 00:30:44,000 Speaker 1: the smart thing to do. When it comes to building business. 552 00:30:44,720 --> 00:30:48,280 Speaker 1: The most diverse companies, the most diverse teams tend to 553 00:30:48,280 --> 00:30:53,000 Speaker 1: do better. It's gender, it's race, it's nethicity, it's a 554 00:30:53,040 --> 00:30:58,920 Speaker 1: sexual and gender identity, it's ability, religion, and age, and 555 00:30:58,960 --> 00:31:01,880 Speaker 1: we look at things out on an intersectional basis because 556 00:31:01,880 --> 00:31:05,000 Speaker 1: it's intersectional. Quality is important. A big part of that 557 00:31:05,120 --> 00:31:08,680 Speaker 1: is because that's who we serve. We serve all humanity, 558 00:31:09,000 --> 00:31:12,240 Speaker 1: so therefore our company needs to reflect humanity. So we're 559 00:31:12,280 --> 00:31:14,320 Speaker 1: deliberately focusing on that. We're not where we want to 560 00:31:14,360 --> 00:31:18,160 Speaker 1: be yet, but we're absolutely deliberate about making a difference there. 561 00:31:18,200 --> 00:31:19,840 Speaker 1: You're a good role model for all of us. We 562 00:31:19,920 --> 00:31:23,760 Speaker 1: reach Americans every month, so we say we need to 563 00:31:23,800 --> 00:31:26,640 Speaker 1: reflect that in every layer of our company. We're not 564 00:31:26,760 --> 00:31:29,960 Speaker 1: there and are working to get there. Our industry has 565 00:31:30,080 --> 00:31:32,200 Speaker 1: a lot more work to do on that front, there's 566 00:31:32,240 --> 00:31:34,400 Speaker 1: no question about that. One of our goals is to 567 00:31:34,440 --> 00:31:38,240 Speaker 1: get equality in the creative supply chain, so to speak, 568 00:31:38,360 --> 00:31:42,920 Speaker 1: so companies, agencies behind the camera. We're making progress. We've 569 00:31:42,920 --> 00:31:47,760 Speaker 1: got at least women in our brand organization, so that's 570 00:31:47,760 --> 00:31:51,480 Speaker 1: at least a good start at literally every level. Let's 571 00:31:51,480 --> 00:31:54,440 Speaker 1: talk about P and G products and the company itself 572 00:31:54,520 --> 00:31:58,640 Speaker 1: and how it plays role in fighting extreme poverty, plastic pollution, 573 00:31:59,480 --> 00:32:02,680 Speaker 1: education girls. Give us a little context for some of those. 574 00:32:03,040 --> 00:32:06,960 Speaker 1: We have some what we call citizenship pillars ethics and 575 00:32:07,000 --> 00:32:11,480 Speaker 1: corporate responsibility foundational. Then we have community impact things like 576 00:32:12,440 --> 00:32:16,560 Speaker 1: clean safe drinking water that we provide to now fifteen 577 00:32:16,600 --> 00:32:19,680 Speaker 1: billion liters of clean water to people who don't have any. 578 00:32:19,840 --> 00:32:25,760 Speaker 1: Then we have gender quality, diversity, inclusion, and environmental sustainability. 579 00:32:25,960 --> 00:32:28,760 Speaker 1: We made a choice to build it into our business. 580 00:32:29,280 --> 00:32:32,760 Speaker 1: So we used to bolt it on as a separate activity, 581 00:32:33,120 --> 00:32:36,240 Speaker 1: we now have built it in to how we do things. 582 00:32:36,240 --> 00:32:39,600 Speaker 1: So when we think about gender equality, for example, we 583 00:32:39,680 --> 00:32:42,800 Speaker 1: use our voice in advertising as a way to have 584 00:32:42,880 --> 00:32:48,760 Speaker 1: an accurate and realistic portrayal of women and again of race, ethnicity, 585 00:32:49,120 --> 00:32:53,800 Speaker 1: sexual and general identity, religion, ability, and age, because that 586 00:32:53,920 --> 00:32:59,320 Speaker 1: accuracy will then portray people as they are and eventually 587 00:32:59,320 --> 00:33:02,720 Speaker 1: eliminates Because when you reach five billion people on the 588 00:33:02,760 --> 00:33:06,600 Speaker 1: planet every day and you're the world's artest advertised ordinary, 589 00:33:06,840 --> 00:33:10,080 Speaker 1: you have an impact. So that's number one. Then we 590 00:33:10,200 --> 00:33:12,920 Speaker 1: periodically take stands like we did with Like a Girl, 591 00:33:12,960 --> 00:33:15,480 Speaker 1: like we're doing that with im period poverty, take a 592 00:33:15,520 --> 00:33:17,280 Speaker 1: stand because we can use our voice to be able 593 00:33:17,280 --> 00:33:19,040 Speaker 1: to make a difference. We won't spend that much on 594 00:33:19,080 --> 00:33:22,800 Speaker 1: those things, but we get an outsized impact because people 595 00:33:22,840 --> 00:33:26,920 Speaker 1: care about that. We're now building in sustainability into our products. 596 00:33:26,960 --> 00:33:29,720 Speaker 1: The head and Shoulders beach plastic bottle, take the wasted 597 00:33:30,440 --> 00:33:33,959 Speaker 1: plastic off the beaches turned into a plastic bottle and 598 00:33:34,040 --> 00:33:36,719 Speaker 1: the allianced and plastic waste is another effort we're working out. 599 00:33:36,760 --> 00:33:39,040 Speaker 1: Do you think on things like that that you are 600 00:33:39,800 --> 00:33:43,400 Speaker 1: reflecting the consumer, are actually leading the consumer into places 601 00:33:43,440 --> 00:33:47,120 Speaker 1: they should be. Frankly, I think we're reflecting what the 602 00:33:47,160 --> 00:33:50,200 Speaker 1: consumers wanted to man think they're already there. Nine out 603 00:33:50,200 --> 00:33:52,360 Speaker 1: of ten consumers feel better about a brand if they 604 00:33:52,400 --> 00:33:55,040 Speaker 1: support some kind of an environmental or a social cause. 605 00:33:55,080 --> 00:33:58,400 Speaker 1: More than two thirds now, particularly millennials and Gen Z, 606 00:33:58,440 --> 00:34:02,360 Speaker 1: are choosing brands on the basis of shared beliefs and increasingly, 607 00:34:02,400 --> 00:34:06,120 Speaker 1: and I think we will see that exponentially increase, which 608 00:34:06,160 --> 00:34:07,480 Speaker 1: is why we've made a choice that we're going to 609 00:34:07,520 --> 00:34:10,840 Speaker 1: build it into how we innovate and how we build brands, 610 00:34:11,239 --> 00:34:12,840 Speaker 1: as opposed to have it as some kind of a 611 00:34:12,840 --> 00:34:15,440 Speaker 1: separate effort. I know your job title doesn't say this, 612 00:34:16,080 --> 00:34:19,000 Speaker 1: but you are clearly a role model for marketers. Does 613 00:34:19,080 --> 00:34:21,239 Speaker 1: that affect you? I mean, are you conscious of it? 614 00:34:21,760 --> 00:34:24,839 Speaker 1: I'm honored that somebody would think that, and I come 615 00:34:24,880 --> 00:34:28,120 Speaker 1: at it though through the I think of responsibility to 616 00:34:28,200 --> 00:34:31,640 Speaker 1: be in this position, to have the privilege to try 617 00:34:31,640 --> 00:34:34,840 Speaker 1: to role model. These positions have a certain level of 618 00:34:34,880 --> 00:34:37,520 Speaker 1: impact that what I try to do is use that 619 00:34:37,600 --> 00:34:40,759 Speaker 1: for good. That's why I try to think about every day, 620 00:34:40,880 --> 00:34:43,680 Speaker 1: is what can I do to be useful today useful 621 00:34:43,719 --> 00:34:46,640 Speaker 1: to whoever. Frank Blake a CEO of Home Depot, former CEO, 622 00:34:46,719 --> 00:34:48,719 Speaker 1: and he's now one of our board members. He gives 623 00:34:48,760 --> 00:34:52,600 Speaker 1: this idea of the inverted pyramid. The leader's position is 624 00:34:52,640 --> 00:34:55,279 Speaker 1: at the bottom of the pyramid down here. Leadership is 625 00:34:55,280 --> 00:34:58,920 Speaker 1: a weight bearing position, and your job is to support 626 00:34:59,320 --> 00:35:03,160 Speaker 1: the people in your organization. You could not probably get 627 00:35:03,200 --> 00:35:05,880 Speaker 1: any more rewards or honors than you've gotten. What do 628 00:35:05,920 --> 00:35:07,440 Speaker 1: you do to keep that from going to your head? 629 00:35:07,480 --> 00:35:10,000 Speaker 1: How do you not have Darth Vader whispering in your 630 00:35:10,000 --> 00:35:11,719 Speaker 1: ear trying to bring you over to the dark side 631 00:35:11,719 --> 00:35:16,160 Speaker 1: of the force? You know, as an extreme introvert, I 632 00:35:16,200 --> 00:35:19,480 Speaker 1: find those things incredibly embarrassing because there's a little bit 633 00:35:19,520 --> 00:35:22,480 Speaker 1: more attention than I would want. Again, I try to 634 00:35:22,480 --> 00:35:25,600 Speaker 1: flip it around to say, don't read your own press. 635 00:35:26,160 --> 00:35:29,080 Speaker 1: Whenever I've received anything, I've tried to think, is there 636 00:35:29,120 --> 00:35:32,359 Speaker 1: something I can convey that's useful in this discussion. I'll 637 00:35:32,400 --> 00:35:34,200 Speaker 1: give you a little story that might illustrate this a 638 00:35:34,239 --> 00:35:37,640 Speaker 1: little bit. I was a general manager of cosmetics, then 639 00:35:37,680 --> 00:35:41,560 Speaker 1: I became the president of Cosmetics and Personal Care. Then 640 00:35:41,600 --> 00:35:45,120 Speaker 1: I was the president of Global Strategy, working for the CEO. 641 00:35:45,640 --> 00:35:48,439 Speaker 1: But I had no P and L responsibility. Tell you what. 642 00:35:48,840 --> 00:35:54,080 Speaker 1: The phone never rang, the emails dried up. For two years. 643 00:35:54,080 --> 00:35:56,600 Speaker 1: On business job, I would go to things and it's like, hey, Mark, 644 00:35:56,600 --> 00:35:58,920 Speaker 1: how you doing. Yeah it's good, good good? Yeah, what 645 00:35:58,920 --> 00:36:01,080 Speaker 1: are you doing? I was on global strategy working for 646 00:36:01,160 --> 00:36:05,319 Speaker 1: the seriod. Yeah, yeah, yeah, you have responsibility. No, hey, good, 647 00:36:05,360 --> 00:36:11,680 Speaker 1: seen you. Then I became CMO of P and suddenly 648 00:36:12,080 --> 00:36:14,360 Speaker 1: the most popular man, and he alone started ringing again. 649 00:36:15,480 --> 00:36:20,359 Speaker 1: It's the position, it's the chair. Don't ever let the 650 00:36:20,360 --> 00:36:23,719 Speaker 1: position or the chair get to your head. You can 651 00:36:23,880 --> 00:36:27,840 Speaker 1: do the right thing, do a good job, and be 652 00:36:27,960 --> 00:36:31,440 Speaker 1: a good person, and stay humble and stay in yourself 653 00:36:31,760 --> 00:36:35,040 Speaker 1: and everything will be fine. That lesson that I had 654 00:36:35,080 --> 00:36:37,319 Speaker 1: for those two years is very, very valuable, and I 655 00:36:37,400 --> 00:36:41,520 Speaker 1: convey that lesson frequently. Stay humble. Let me get you 656 00:36:41,480 --> 00:36:44,439 Speaker 1: to give some advice. How do you think about work 657 00:36:44,520 --> 00:36:47,640 Speaker 1: life balance for you and work life balance for your 658 00:36:47,640 --> 00:36:50,440 Speaker 1: team and the people who work here. Work life balance 659 00:36:50,520 --> 00:36:52,440 Speaker 1: to me is a bit of a myths if you 660 00:36:52,480 --> 00:36:56,759 Speaker 1: think of balance is being equal, because in some of 661 00:36:56,920 --> 00:36:59,239 Speaker 1: the positions that we're in, a certain position that I'm in, 662 00:36:59,600 --> 00:37:02,279 Speaker 1: there's not an equality in terms of work and life. 663 00:37:02,280 --> 00:37:05,640 Speaker 1: It's work life integration, and the two have to go together. 664 00:37:05,719 --> 00:37:08,640 Speaker 1: So it's really consciously making time for when you want 665 00:37:08,680 --> 00:37:11,480 Speaker 1: to do something other than work. I wish I was 666 00:37:11,560 --> 00:37:14,880 Speaker 1: better at it, because honestly, I'm not. Still have a 667 00:37:14,880 --> 00:37:17,920 Speaker 1: tendency to go too much work. When it comes to 668 00:37:17,960 --> 00:37:20,800 Speaker 1: the people who work with me, I don't want to 669 00:37:20,840 --> 00:37:26,040 Speaker 1: impose my standards on them. I recognize that there are 670 00:37:26,080 --> 00:37:29,440 Speaker 1: times when I do that where I will make phone 671 00:37:29,440 --> 00:37:32,560 Speaker 1: calls at certain times, and I have to really be 672 00:37:32,600 --> 00:37:34,879 Speaker 1: careful of that. Sometimes I have certain people who I'm 673 00:37:34,880 --> 00:37:37,560 Speaker 1: looking out of the audience right now, who are smiling brightly. 674 00:37:37,640 --> 00:37:40,239 Speaker 1: I'm not looking at people, and I'm trying not to. 675 00:37:41,480 --> 00:37:43,840 Speaker 1: I think that's really the advice I would give. Just 676 00:37:43,960 --> 00:37:46,880 Speaker 1: engage with the humans that you work with, and understand 677 00:37:47,040 --> 00:37:51,279 Speaker 1: their life enough and their work and their expectations, and 678 00:37:51,360 --> 00:37:53,400 Speaker 1: have enough of an exchange and build enough trust to 679 00:37:53,440 --> 00:37:55,239 Speaker 1: where you can have those kinds of conversations. I had 680 00:37:55,239 --> 00:37:57,560 Speaker 1: one person who wants told me, said, Mark, quit sending 681 00:37:57,600 --> 00:38:01,360 Speaker 1: emails on the weekends. To why because everybody's scrambling around 682 00:38:01,360 --> 00:38:04,319 Speaker 1: doing everything. I said, oh my god, Okay, tell you what. 683 00:38:05,360 --> 00:38:07,319 Speaker 1: I might send you an email on the weekend. That 684 00:38:07,480 --> 00:38:09,520 Speaker 1: is not a requirement for you to respond to me 685 00:38:09,520 --> 00:38:11,720 Speaker 1: on the weekend. The reason why I'm sending your emails 686 00:38:11,719 --> 00:38:14,919 Speaker 1: on the weekend, it's because I'm working the entire week 687 00:38:15,040 --> 00:38:18,600 Speaker 1: in meetings while you guys are sending me emails. So 688 00:38:18,760 --> 00:38:20,680 Speaker 1: the only time I had to do emails is on 689 00:38:20,719 --> 00:38:23,440 Speaker 1: the weekends. So that's why I'm doing that. And I 690 00:38:23,480 --> 00:38:25,840 Speaker 1: didn't realize it until they said, you know, yeah, you 691 00:38:25,880 --> 00:38:28,799 Speaker 1: Core Matt over here was working until all hours of 692 00:38:28,800 --> 00:38:30,879 Speaker 1: the night on a Sunday night, and say, oh my god, 693 00:38:30,920 --> 00:38:34,360 Speaker 1: I felt terrible about that. So have a conversation, have 694 00:38:34,520 --> 00:38:37,560 Speaker 1: the dialogue. It can all work out. Respect other people's 695 00:38:37,560 --> 00:38:41,200 Speaker 1: boundaries as well, and then as a coworker, communicate your boundaries, 696 00:38:41,560 --> 00:38:44,240 Speaker 1: make sure you understand those boundaries. Don't make the assumption 697 00:38:44,280 --> 00:38:47,520 Speaker 1: to this one big, really really important assumption that people 698 00:38:47,560 --> 00:38:50,440 Speaker 1: make is that we as managers our machines and that 699 00:38:50,520 --> 00:38:53,239 Speaker 1: we're not human. And I used to think the same 700 00:38:53,280 --> 00:38:55,799 Speaker 1: way of people that were in my position when I 701 00:38:55,840 --> 00:38:59,480 Speaker 1: was younger. Poor the humans, you'd be surprised when you 702 00:38:59,520 --> 00:39:02,040 Speaker 1: put your quest out there, you put your expectation out there. 703 00:39:02,800 --> 00:39:07,480 Speaker 1: Usually respond what advice would you give yourself to the 704 00:39:07,520 --> 00:39:10,320 Speaker 1: twenty one year old Mark. My big advice is on 705 00:39:10,760 --> 00:39:12,680 Speaker 1: Mark is think about other people more than you think 706 00:39:12,680 --> 00:39:15,279 Speaker 1: about yourself. It took you a while to realize that, Yeah, 707 00:39:15,320 --> 00:39:17,080 Speaker 1: it did. It took me a while. What was your 708 00:39:17,080 --> 00:39:20,560 Speaker 1: epiphany there? Frankly, once I got married and started having children, 709 00:39:20,760 --> 00:39:24,880 Speaker 1: that is usually what changes you, as everyone well knows. Also, 710 00:39:24,960 --> 00:39:29,000 Speaker 1: in this role, I don't have PMO responsibility, so my 711 00:39:29,239 --> 00:39:32,080 Speaker 1: job is to help other people. Now, looking back on that, 712 00:39:32,280 --> 00:39:34,040 Speaker 1: I wish I had been more in service of others 713 00:39:34,080 --> 00:39:36,520 Speaker 1: throughout my entire career. Before we wrap up, I have 714 00:39:36,600 --> 00:39:39,799 Speaker 1: one more question about you. You did not move from 715 00:39:39,840 --> 00:39:42,920 Speaker 1: company to company. You built your entire career in this 716 00:39:42,960 --> 00:39:45,400 Speaker 1: one company. We talked some about the advantages of it. 717 00:39:45,920 --> 00:39:49,160 Speaker 1: Did you intend to do that? Was that deliberate action? 718 00:39:49,440 --> 00:39:52,359 Speaker 1: Not really. I got an undergraduate degree at Indiana and 719 00:39:52,440 --> 00:39:55,400 Speaker 1: Finance and Business. I thought I would probably work for 720 00:39:55,440 --> 00:39:57,600 Speaker 1: two years, and then I'd probably go back and get 721 00:39:57,640 --> 00:40:01,120 Speaker 1: my m b A and then do something else. I 722 00:40:01,239 --> 00:40:06,520 Speaker 1: just kept learning and getting challenged every single day. Thirty 723 00:40:06,600 --> 00:40:09,000 Speaker 1: seven and a half years later, I feel like I'm 724 00:40:09,000 --> 00:40:11,680 Speaker 1: just getting started. We always wrap up one way. We 725 00:40:11,719 --> 00:40:14,239 Speaker 1: give a shout out to the greats in math and 726 00:40:14,280 --> 00:40:18,520 Speaker 1: magic of marketing. So if you think about the person 727 00:40:19,160 --> 00:40:23,800 Speaker 1: who you know or know of that's the greatest math person, 728 00:40:24,280 --> 00:40:29,560 Speaker 1: who would that be, well, the greatest math person. There's 729 00:40:29,600 --> 00:40:31,040 Speaker 1: two of them that come to mind. There's like three 730 00:40:31,080 --> 00:40:35,239 Speaker 1: of them that come to sorry, but we're alright. Curties Singh, 731 00:40:35,239 --> 00:40:38,200 Speaker 1: who is our chief Analytics and insights officer, who is 732 00:40:38,280 --> 00:40:41,719 Speaker 1: just brilliant. He understands the math and he understands the 733 00:40:41,800 --> 00:40:45,080 Speaker 1: data and he gets insights that make profound changes in 734 00:40:45,160 --> 00:40:47,560 Speaker 1: terms of how we think about things. And connected to that, 735 00:40:48,160 --> 00:40:52,080 Speaker 1: Jasmine jew and Yah and He who are in China 736 00:40:52,600 --> 00:40:55,960 Speaker 1: who have completely transformed our business in China. That business 737 00:40:56,040 --> 00:41:01,200 Speaker 1: used to be five years ago television, very little digital, 738 00:41:01,880 --> 00:41:05,880 Speaker 1: and they have completely flipped a digital. Almost all of 739 00:41:05,880 --> 00:41:09,879 Speaker 1: it has done programmatically, all driven through data and analytics, 740 00:41:10,239 --> 00:41:13,239 Speaker 1: and they've completely changed things. Three way time math, Let's 741 00:41:13,239 --> 00:41:16,280 Speaker 1: go to magic. Who's the greatest magician? Who's that great creative? 742 00:41:17,160 --> 00:41:19,120 Speaker 1: That one might be like a five way time sorry, 743 00:41:19,520 --> 00:41:23,200 Speaker 1: one of Alice Erickson, who was easy, Beauty, beautiful cover girl. 744 00:41:24,040 --> 00:41:27,600 Speaker 1: I would also put in there Queen Latifa and Katie 745 00:41:27,640 --> 00:41:31,880 Speaker 1: Couric because they have constantly changed themselves Katie has a 746 00:41:31,880 --> 00:41:36,399 Speaker 1: podcast on the He's in the Family, and I would 747 00:41:36,400 --> 00:41:38,680 Speaker 1: also put Arianna Huffington's in there in terms of people 748 00:41:38,719 --> 00:41:43,760 Speaker 1: who have She also has another podcast, Wow Keeping that Planned. 749 00:41:43,800 --> 00:41:46,600 Speaker 1: But think about the longevity that they've had because they 750 00:41:46,640 --> 00:41:50,279 Speaker 1: are constantly recreating themselves. There's some real power to that. 751 00:41:50,680 --> 00:41:53,759 Speaker 1: Almarel is one of those up and comers who has 752 00:41:53,800 --> 00:41:57,040 Speaker 1: really got this gaze that I find to be brilliant. 753 00:41:57,680 --> 00:42:00,520 Speaker 1: John Legend, James Cordon, they're doing some work with this 754 00:42:00,600 --> 00:42:03,279 Speaker 1: on SK two. John Legend was one of our podcasts 755 00:42:03,280 --> 00:42:08,279 Speaker 1: to spit the guest. Yes, we love your choices. Mark. 756 00:42:08,360 --> 00:42:11,359 Speaker 1: We really appreciate your unique contributions to marketing. This has 757 00:42:11,360 --> 00:42:14,000 Speaker 1: been an honor. I appreciate the hospitality out here in 758 00:42:14,040 --> 00:42:17,040 Speaker 1: Cincinnati and Procter and Gamble and to the room of 759 00:42:17,080 --> 00:42:20,879 Speaker 1: all of you are first ever live audience for Math 760 00:42:20,960 --> 00:42:27,640 Speaker 1: and Magic. Thank you too. All right, thank you. Here 761 00:42:27,640 --> 00:42:29,759 Speaker 1: are a few things I picked up in my conversation 762 00:42:29,800 --> 00:42:34,480 Speaker 1: with Mark. One. Creating a bold campaign based on values 763 00:42:34,560 --> 00:42:38,279 Speaker 1: can unlock creativity. When P ANDNG committed to diversity and 764 00:42:38,320 --> 00:42:42,600 Speaker 1: they're easy, breezy beautiful cover Girl campaign New Talent brought 765 00:42:42,640 --> 00:42:47,200 Speaker 1: fresh ideas to the brand two. Smart people can stretch 766 00:42:47,280 --> 00:42:51,239 Speaker 1: their skill set and become invaluable assets in today's workplace. 767 00:42:51,600 --> 00:42:53,359 Speaker 1: At P and G, this approach is part of how 768 00:42:53,360 --> 00:42:58,080 Speaker 1: they think about every employee's potential. Three. Follow the consumer 769 00:42:58,200 --> 00:43:01,080 Speaker 1: and what influences them. When Mark looked at the reach 770 00:43:01,200 --> 00:43:03,839 Speaker 1: and power of audio, he saw an opportunity for growth 771 00:43:03,920 --> 00:43:07,319 Speaker 1: that really paid off. He's had five straight quarters of 772 00:43:07,400 --> 00:43:12,160 Speaker 1: record growth in his business. Thanks for listening. I'm Bob Pittman. 773 00:43:13,040 --> 00:43:15,600 Speaker 1: That's it for today's episode. Thanks so much for listening 774 00:43:15,600 --> 00:43:18,080 Speaker 1: to Math and Magic, a production of I Heart Radio. 775 00:43:18,520 --> 00:43:21,239 Speaker 1: This show is hosted by Bob Pittman. Special thanks to 776 00:43:21,320 --> 00:43:24,279 Speaker 1: Sue Schillinger for booking and wrangling our wonderful talent, which 777 00:43:24,280 --> 00:43:27,759 Speaker 1: is no small feat. Nikki Etre for pulling research, Bill 778 00:43:27,840 --> 00:43:30,880 Speaker 1: Plax and Michael Asar for their recording help, our editor 779 00:43:31,000 --> 00:43:34,680 Speaker 1: Ryan Murdoch, and of course Gayle Raoul, Eric Angel, Noel 780 00:43:34,880 --> 00:43:37,880 Speaker 1: Mango and everyone who helped bring this show to your ears. 781 00:43:38,200 --> 00:43:39,040 Speaker 1: Until next time,