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Consumers are avoiding ads more than ever, so P&G is striking creative partnerships with big names like John Legend and Arianna Huffington

One year ago   |   By Business Insider

Proctor & Gamble is increasing its focus on nontraditional advertising with partnerships involving journalism, filmmaking, music, comedy, and technology.
The world's second-largest advertiser at the Cannes Lions International Festival of Creativity this week will announce new pacts with John Legend, Arianna Huffington, and others.
P&G has become disillusioned with platforms like Google and Facebook and is looking for new ways to reach consumers while taking a stand on cultural issues.
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