Cliff Francis Named Director-Creative Strategy on P&G Account
Yet another sign of Agency 2.0. The shift from bloated traditional strategies and creative geared to the traditional marketing channels to a more nimble, Creative Strategy. It's not an Oxymoron. Creative Strategy is just that, applying a creative process to inform strategies and decision making across multiple channels and touchpoints. Prototypes, personas, customer insights,—they're all the tools of the trade. P&G has been a trailblazer in reforming their corporate culture to be more innovative—and this shift in how Publicis is working with them is yet another manifestation.
From Advertising Age:
"As the first of such moves within the network, we plan to introduce a sharper strategic focus to the creative work, initially for P&G, and extending to all our global clients," Mr. Roberts said. "We want to be able to conceive and execute bigger, more directional creative ideas that can drive all forms of communication. Creatively, Cliff has led P&G to new levels. Our next challenge is to deliver on planning's potential to impact the big picture for our clients' brands."
"Mr. Francis will work with P&G account planners to develop "tightly focused briefs with powerful consumer insights," said Kevin Dundas, Saatchi's worldwide strategy director. "Equally, he will ensure the creative execution measures up to the strategic promise."