Procter & Gamble

Peter Carter, Harley Procter Marketer and Group Director, Brand Building Integrated Communications

Grey New York *Lead Agency

Joanna Carver, Executive Creative Director
Thom Hackett, Creative Director
Arturo Macouzet, Creative Director
Emily Pracher, Art Director
Lindsey Randolph Walsh, Global Planning Director
Jhanell Biggs, Strategist
Emma Armstrong, EVP, Global Account Director
Courtney Berry, SVP, Americas Account Director
Erica Giordano, VP, Account Director

Townhouse

Devries

Hearts & Science

To grow brands often need to reach out to new audience segments with whom your brand has zero credibility. But new audiences know how to sniff out a brand that’s trying to exploit them vs. truly cater to them. This is the story of how Pantene, a massive CPG brand identified the female African American segment as a growth opportunity, took the time to truly understand them, and earned trust by creating emotional value, driving earned media coverage, positive sentiment and, ultimately, incremental growth – despite limited distribution.