P&G unwraps trio of new agency models
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Earth’s biggest advertiser, Procter & Gamble Co., is “piloting” three new agency models that are fast taking over some of its biggest brands in its biggest countries. Among the most notable changes is a new yet-to-be-named multiagency agency led by Publicis Groupe and covering all of P&G’s North American fabric-care business.
That business alone accounts for $525 million in measured U.S. media spending, or about 20 percent of P&G’s $2.7 billion total last year, according to Kantar Media. Saatchi & Saatchi New York CEO Andrea Diquez will head the new unit, according to P&G Chief Brand Officer Marc Pritchard, but it will draw on talent beyond Publicis shops to include WPP and Omnicom shops.
Pritchard is set to reveal details at the 4A’s Accelerate Conference on Monday in a panel alongside Publicis Groupe CEO Arthur Sadoun and Debby Reiner, CEO of WPP’s Grey, New York. In an interview last week prior to his panel, Pritchard outlined to Ad Age the company’s new agency models.
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