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P&G contemplates broad changes to $7.9bn global agency structure
Date: 14/08/2008
Procter & Gamble, the world's largest advertiser, is currently piloting a radical change to its agency roster, which collectively handles around $7.9 billion (€5.3bn; £4.23bn) in annual adspend.
The trial is already under way stateside for the Oral-B dental hygiene brand and about to roll-out to other regions across the globe.
In essence, the new plan will see the appointment of a lead agency for each key brand - Pampers or Always for example - with a remit to coordinate the efforts of other agencies specialising in different marketing disciplines, such as digital, PR, direct marketing and media planning.
The project, which is thought unlikely to trigger any immediate account-handling changes, was trialled last year by Publicis Groupe. Its aim: to facilitate a "seamless approach" to brand communications.
The French-headquartered conglomerate created a special unit to coordinate all activities for Oral-B, including PR, advertising, packaging, customer relations and media planning and buying.
Source: WARC.com
P&G is a long-standing member of WFA and participates regularly in Working Group meetings in order to share insights and benchmark performance vis-à-vis current industry trends.
