Procter & Gamble has been active on the market for 160 years. Throughout the whole of this period, which has seen P&G become the world’s biggest manufacturer of consumer products, the two main ingredients in the company’s recipe for success have been a reliance on leading-edge technical know-how and determined brand building, the latter achieved by being the company with the loudest and most persistent marketing voice. However, around the turn of the last century, what had been an incipient downward spiral had definitely gained speed. P&G then realised the importance of giving the consumer a holistic experience beyond the ordinary, the importance of listening to the consumer and understanding his/her needs and patterns of consumption. The focus was shifted from technology to design.

Procter & Gamble’s next step in its process of transformation is to incorporate design in its DNA by letting many different functions and areas of responsibility interact within the company in so-called team centres. These centres are linked to world-leading design agencies, in order to deliver a holistic and innovative brand that the consumer can not but love. One of the leading figures in this process is Richard Cawthray, Design Leader for Beauty Care on the European, Middle Eastern and African markets. He is also a member of several so-called Design Lead Teams.

Richard Cawthray will be at FutureDesignDays to talk in-depth about the development work and revitalisation of P&G. About the change of approach, from previously shouting the message, to, instead, becoming extremely sensitive to what the consumer thinks, feels and wants.