P&G plots shake-up of its 4bn global agency roster

Procter & Gamble is plotting a major shake-up of its global agency roster, worth an estimated $7.9bn (4.2bn), as it starts exploring a new, integrated client-agency model.

Procter & Gamble is plotting a major shake-up of its global agency roster, worth an estimated $7.9bn (£4.2bn), as it starts exploring a new, integrated client-agency model.

The packaged goods giant is thought to be considering appointing a lead agency on each of its core brands, such as Pampers and Pringles, to help co-ordinate with other agencies working on different marketing disciplines, including direct marketing, digital, PR and possibly media planning.

The lead agency will act as a conduit with other roster agencies, and sources suggest that the new model will not lead to a global marketing services pitch in the near future.

The “new model”, the brain child of the former global marketing chief Jim Stengel, is currently under trial in the US and is now being rolled out to different regions.

It has been hinted that Leo Burnett would take the lead on feminine hygiene brand Always, Grey London on Pringles and Saatchi & Saatchi on Pampers.

P&G UK and Ireland marketing director Roisin Donnelly says she has “no plans” to change any of her agency arrangements in the UK, but adds that a pilot scheme operating in the US on the Oral-B dental hygiene brand could be replicated in some smaller markets.

The Oral-B prototype is a two-year initiative spearheaded by Stengel, who is set to retire at the end of October.

As part of the scheme, which began in early 2007, Publicis Groupe set up a consortium to handle all activities for the brand, including PR, advertising, packaging, customer relations and media planning and buying. The aim of the trial is to facilitate a “seamless approach” to the brand’s communications.

Marc Pritchard, who will take over as P&G’s marketing chief when Stengel retires is spending 100 days travelling around P&G’s markets, and will take a view on the company’s marketing arrangements following his return.

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