Why Procter & Gamble is staying the course on LGBTQ+ marketing despite pushback

Subscribe to us on Apple Podcasts, check us out on Spotify and hear us on Stitcher. This is our RSS feed. Tell a friend! LGBTQ+ marketing goes well beyond Pride Month for Procter & Gamble Co., and Brent Miller is living proof. During his time at Procter & Gamble Co., Miller has gone from doing PR for Old Spice to helping shape advertising on LGBTQ+ issues for Pantene and developing the film series “The Words Matter,” with CNN’s content studio The Great Big Story. Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here The film series led Miller into what appears to be a unique role among big marketers as senior global director of LGBTQ+ equality for P&G. On the latest edition of Ad Age's Marketer's Brief podcast, he talks about how some of the company’s brands strategically approach marketing to the community, and why P&G is staying the course despite pushback in legislatures nationally on LGBTQ+ rights. Miller notes that P&G has faced boycotts almost every step of the way, from when it made Ellen Degeneres a CoverGirl to when it sponsored its first Pride parade. “So I don’t think there’s any more or less risk than there’s ever been,” Miller said. “I think at times it gets a different spotlight on it, but it’s something we’ve been through before. And, you know, I think we continue to make sure that we focus on making clear decisions about the voice of our brands, where we’re showing up, and why we’re showing up, and making sure that’s crystal clear to our consumers, and making sure the insights that we’re bringing forward are empathetic and accurate.” Cannes Lions 2022 Read all of Ad Age’s festival coverage here Check out our live blog here On the podcast, Miller also talks about how he sold P&G Chief Brand Officer Marc Pritchard on doing the first corporate branding film with CNN’s The Great Big Story, even though it wasn’t always flattering for the company. And he talks about how he discovered, during a search through the P&G archives for the third film in the series, how P&G’s first LGBTQ+-focused advertising happened well before Ellen thanks to a series of early 20th century print ads from a gay illustrator.

Why Procter & Gamble is staying the course on LGBTQ+ marketing despite pushback

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