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Procter & Gamble pilots changes to agency model
Date: 29/11/2007
Procter & Gamble has given more indication as to the nature of its current pilot that trials changes to its agency model in a bid to improve collaboration and marketing efficiency, while reducing the number of transactions for its brands and marketers.
The P&G pilot involves each of its agency holding companies (Publicis, WPP and Omnicom) along with independent Wieden & Kennedy. Each is now the "single point of contact" for a given brand. P&G's UK marketing director Roisin Donnelly has been quoted urging the ad industry to "adopt a consistent approach that focuses on the consumer" in order to produce campaigns that work across many different channels.
Designated multi-discipline units within the three holding companies will each handle all aspects of a different brand: Oral B (Publicis); Old Spice (W&K); and Eukanuba (Omnicom's Integer Group). By contrast, a single P&G brand and its marketing team might currently work alongside more than a dozen media, advertising, promotion and design shops in the US alone.
Source: WARC.com
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