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.