Companies go through ups and downs, even the best of them. When AG Lafley ascended as P&G’s new CEO in the 90’s, he inherited a burgeoning global organization in a bit of an identity funk. In order to bring the Company’s Spirit back to center, AG initiated a marketing program aimed solely at its own People. Designed to inspire the troops, we created the “Touching Lives, Improving Life” campaign, using the Core Values of this 175+ year old company as reasons to believe P&G people must pull together for continued greatness. And they did.