What Broadcast Media Can Learn From Multicultural Marketers


MIAMI BEACH — Picture this: You are the steward of a 70-year-old brand. This brand’s success is bigger than ever, with a more than 40% market share.

No, we’re not talking about a big News/Talk radio station on the AM dial.

We’re talking about Procter & Gamble Co.‘s Tide laundry detergent brand. It’s stronger than ever, and in a Keynote Address delivered Monday morning at the 19th Association of National Advertisers (ANA) Multicultural Marketing & Diversity Conference, P&G Chief Brand Officer Marc Pritchard captivated the nearly 1,000 attendees by sharing one of the biggest reasons why Tide is so strong. What he said could bring new riches to radio or TV companies that treat their respective brands like Tide.

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