Interactive agencies servicing Procter & Gamble across the planet have been decimated from forty to just nine in a review that began last August. The result is even more draconian than planned, P&G’s original objective being to halve the roster.

The survivors are a mélange of database-direct practitioners, integrated marketing communications agencies and pure i-shops, reflecting the client’s view of the web as a vehicle for relationship marketing and targeted communications rather than mainstream brand advertising.

The company operates over three hundred websites globally, including a number of multi-brand presentations and online newsletter programs. “We have a limited number of strategic partners, so we wanted to have fewer shops where we can continue to share and learn and grow as partners,” said a spokeswoman fresh from a course in P&G-speak.

The eight known survivors are Novo, San Francisco (Bcom3); Targetbase, Irving, Texas (Omnicom); Arnold Worldwide, Boston (Havas); Grey Interactive, New York (Grey Global) and independents Bridge Integrated Communications, Cincinnati; IMC2, Dallas; Divine, Chicago; and Northlich, Cincinnati. The one remaining agency has not been identified.

Data sourced from:; additional content by WARC staff