Signal P&G 2013 — Winning Brand Building At The Speed Of Digital


I had the privilege of attending the 2nd annual Procter & Gamble (P&G) Signal P&G event in Cincinnati yesterday, May 30, 2013. The event was created to inspire P&G marketers to accelerate digital, social, and mobile marketing innovation while not losing focus on core brand building fundamentals. Marc Pritchard, P&G CMO, stated several times that “understanding our consumers is core to anything we do in digital.” 

The event MC was John Battelle, CEO of Federated Media, who did an excellent job keeping the speakers moving and on point. Stan Joosten, innovation manager, global eBusiness, of P&G played a pivotal role in managing the overall event under Marc Pritchard’s sponsorship and leadership. There were nearly 500 P&G and outside guest attendees as well as many more via webcast.

It was a packed day with 20 speakers and excellent insights. Here are but a few quotes and insights from the day.

Marc Pritchard started the day off with key themes:

  • Speed is absolutely essential to winning brand building at speed of digital.”
  • Main Signal P&G themes for P&G marketers to soak in included: “speed, teamwork, and innovation based on P&G-proven business models, with brands being most important.”
  • “P&G must innovate by being productively paranoid.” Pritchard based this mantra on the book Good to Great by Jim Collins.
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Marketing Innovation Culture Assessment Survey

My first report on marketing innovation cultures published last week. It includes four case studies from Nestlé, Chick-fil-A, Skinnygirl Cocktails, and 7-Eleven. The report also introduces four categories of marketing innovation cultures: risk-averse, pragmatic, experimenter, and customer-obsessed. 

The follow-on report will focus on how to assess your organization’s current marketing innovation culture and what it takes to migrate from where you are today to where you want to be tomorrow. Whether you have a risk-averse, pragmatic, experimenter, or customer-obsessed marketing innovation culture, your insights are critical to this research. 

I have developed a short (5 to 10 minute), anonymous survey on assessing your marketing innovation culture. The more responses I receive, the more insightful and valuable the report will be for you. Everyone who takes the survey will receive a summary of the results if they choose to provide their email address at the end of the survey (optional).

Please take the survey today, and forward it to any of your colleagues or peers you feel could add insight into this topic.

Culture Is Key To Marketing Innovation Velocity

Today, we published my first Forrester Research report on marketing innovation, "Culture Is Key To Marketing Innovation Velocity" (client access required). This is the first report in a series I will be writing on marketing innovation culture, innovation labs, and partnering to accelerate marketing innovation velocity.

Marketing innovation in the age of digital disruption, perpetually connected customers, and the customer life cycle is hard and getting harder. What separates the marketers who are leading their organizations to accelerate marketing innovation velocity is the organizational culture they have created. This report discusses the four marketing innovation cultures including: risk-averse, pragmatist, experimenters, and customer-obsessed. We also align the cultures based on whether they are internally or externally oriented or highly focused or highly flexible. For example, a customer-obsessed culture is more flexible and externally oriented in how it innovates and markets to its customers.  Here is the marketing innovation cultures matrix:


  marketing innovation

The report also discusses four case studies including Nestlé, 7-Eleven, Skinnygirl Cocktails, and Chick-fil-A.

  • The Nestlé case study discusses how its Digital Acceleration Team lab is helping it change the culture of a 300,000-person organization.
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