Harley Procter Brand Director
P&G France, Belgium and the Netherlands
He started 28 years ago with P&G in Belgium and has worked in marketing positions at Local, Regional and Global level. In 1998, he became director in Fabric & Home Care, where he ran global brand franchises and thereafter the European business on several brands. In 2003, he returned to Belgium as Brand Director for the Benelux and took on France on top since 2014.
Luc is elected Marketer of the Year in 2004, Master Marketer in 2008 and was appointed Harley Procter Brand Director in 2009 within P&G. He is on the board of the French Advertising Association (UDA), past chairman of the Belgian Advertising Association (UBA) and the Effie jury. He obtained an MBA at the Kellogg School, Northwestern University (1989) and Master in Applied Economics from University of Antwerpen (UFSIA 1985).
In today’s world, Innovation in Brand Building and staying at the forefront on engaging consumers is more important than ever. To win in the world where the fight for consumer attention is so big, we all together need to raise the bar.
The journey to consumer preference has always been through innovation that is brought in a creatively engaging story. We must not get distracted with the platform or technology – it is about CONSUMERS first – if retailers, media and manufacturers fail to understand how they shop, want to be entertained and how their needs, desires, behaviours evolve, then no tool will make up for this. A transparent consumer journey always drives innovation and leads to a more irresistible Brand experience.