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ARF Brings You Cannes Lions 2015

P&G tells the ARF: Zero moment of truth is increasingly important

Kirti Singh, Vice President, Procter & Gamble

The consumer is not only challenging the creative, but also the insights industry which is not moving as fast as it needs to be.

The ARF was delighted to speak with Board Member Kirti Singh at Cannes, where he shared his story and predictions on the rapidly changing marketplace.

The world is more interesting, challenging and fun because of the dramatic change in consumer choices available. While in Cannes, P&G gets inspiration, a moment to debrief, and modify the context in which engagement happens between their brands and their consumers.

Inspiration for the consumer insights industry comes in the form of creatives talking about big data. With the explosion of data and technology not only enabling but becoming part of the creative, Kirti’s instincts drive him to find out not just what is known but to also leverage those data learnings to the business.

Growing up in India, an emerging market Kirti notes that the concept of risk is very different. Taking risks was a given, and to survive and move forward one must have the ability evaluate the possibilities for success.

Check out more in the video interview, brought to you by The ARF in Cannes Lions 2015.

P&G won Glass Grand Prix for Touch the Pickle and #LikeAGirl for the PR Lions Category.