P&G’s new dedicated agency will gather talents from competing holding companies

April 11, 2018

P&G’s new agency gathered from competing holding agencies 

Early this year, Procter & Gamble announced that they had cut last year’s digital advertising spend by $200 million.
Now, the world’s largest advertising agency has decided that it will be placing several of its agencies together as one team in efforts to eliminate bureaucracy and lead to better advertising. The agency will be dedicated to its North America Fabric Care business.
The standalone agency will be consisting of talent from Publicis Groupe’s Saatchi & Saatchi, WPP’s Grey and Omnicom ’s Marina Maher Communications and Hearts & Science according to Wall Street Journal(WSJ).  The team behind Tide detergent, which has the largest piece of the U.S. laundry market by far, will work together under P&G’s North America Fabric Care (NA FC) Marketing Director Vedran Miletic and Andrea Diquez, chief executive of Saatchi & Saatchi New York.
The agency is expected to kick-start in July.
Procter & Gamble’s Chief Brand Officer Marc Pritchard said that having a small, multi-agency teamwork on the campaign helped P&G in “eliminating unproductive day-to-day transactions and distractions.” The announcement of the new agency model comes after Pritchard criticized ad agencies for being too complex.
“We want and need brilliant creative, and we will invest in creative talent. But creatives represent less than half of agency resources because they’re surrounded by excess management, buildings and overhead,” said Marc at a speech given at the Association of National Advertisers (ANA) conference in Florida in March.
MARKETING has reached out to what the leaders in the industry for further comments.

Topics:

ADVERTISEMENT

Join us at TGV Cinemas 1 Utama and gain creative, marketing and advertising insights from the industry’s finest. MARKETING is organizing a screening and creative forum that feature the best of Cannes Lions 2018.

Get inspired by how creativity is a force for business growth, positive change and the greater good of society. Take away key learnings from the winners and discover future trends you can use in your work. The MC2 Awards 2018 winners presentation will also be held at the same event, followed by drinks and a light dinner buffet.

  • Joe Pullos – Director, Spikes Asia festival
  • Ted Lim – Chief Creative Officer, Dentsu Asia-Pacific + Cannes Lions Jury President 2017
  • Gigi Lee – Chief Creative Officer, TBWA\KL (who is also part of the Cannes Lions Jury)
  • Rajay Singh – Founder, Directors Think Tank

Date: 28 January, 2019 (Monday)
Time: 4.30pm – 10.30pm
Venue: TGV Cinemas 1 Utama

For more information, call Ruby or Amira at 03-7726 2588. You can also email them at ruby@adoimagazine.com or amira@adoimagazine.com. Or better yet, book your seat now via online registration here.