Hasta La Creative!

Procter & Gamble has made itself easy for Madison Ave to dislike, most recently with its new promise to slash another $400 million from agency and production fees in the next few yearsfollowing $750 million in just such cuts in the past few years. It’s a move that other huge marketers such as Unilever have noted and somewhat followed.

P&G’s often quotidien work has also always been an easy target for certain creative peopleyou know, the ones Jeff Goodby immortally dubbed award-chasing monkeys or something like that.

Whether or not we concur with the packaged-goods giant’s precise definition of creativity, in all of my dealings with P&G the company has evinced a belief in creativity second to few. Mad Ave’s response to this credo could, rather oddly and, well, short-sightedly, be characterized as a kind of, “Yeah, yeah, whatever.”

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