Ditching the pitch and agency matchmaking with Pete Carter, Founder & CEO @ Creative Haystack

Question Everything

Pete Carter shares his top P&G marketing campaigns and what catches a CMO's attention. Listen to this podcast with Pete Carter.

If you have pitch fatigue, you’re not alone. This week, we’re sitting down with one of the original “ditch the pitch” advocates, Pete Carter of Creative Haystack. With an impressive 41-year tenure at P&G, Pete knows all about memorable marketing campaigns and what really catches the attention of a CMO.

For over four decades, Pete had a role in creating some of the most iconic campaigns of all time and reshaped how P&G thinks about its relationships with agencies. Today, we talk about gems like the heart-warming Pampers "Peace on Earth" spot and the Pantene "Strong is Beautiful" anthem that made the Top 3 best Super Bowl ads...without even airing nationally.

After we unpack P&G’s best moments, Pete shares his battle-tested wisdom for CMOs and marketers. He emphasizes nailing your brand positioning before anything else, the importance of finding agency partners who are a culture fit, and why he believes agencies need to “ditch the pitch” — which is easier said than done.

Pete Carter gives great advice for agencies and CMOs on how to work better together to create impactful campaigns with staying power—from perfecting selling lines to bringing impressive case studies to brands that really show them what you’re capable of.

What you will learn in this episode with Pete Carter:

• How to last more than 18 months as a CMO

• How P&G accidentally earned Super Bowl coverage

• The best work P&G has ever created, according to Pete Carter

• Why agencies and brands should consider ditching the pitch

• The best and worst elevator pitches Pete has seen

• Why CMOs should consider implementing a fixed and flow process

• How to write a selling line that sticks with people for years

Resources:

• Read our top 5 takeaways from this episode here

• Learn more about Pete Carter by visiting his website

• Email: [e-mail]

• LinkedIn: https://www.linkedin.com/in/pete-carter-9509404/

• Watch the Tide Talking Stain Super Bowl ad

• Watch the Pantene Super Bowl ad

• Watch the Pampers Peace on Earth Commercial

• Read this interview with Pete Carter on advertising FMCGs