Procter & Gamble-watchers are intrigued at the latest move by the planet's largest advertiser: the shift of a key global brand, Eukanuba petfoods, away from its two preferred holding companies, Publicis Groupe and WPP Group and into an independent shop.

Does it, observers speculate, signal a new creative marketing policy at the Cincinnati colossus?

P&G, known for its longterm loyalty to its suppliers, has moved the worldwide Eukanuba business out of Publicis' Saatchi & Saatchi and into Portland, Oregon-based creative hotshop Wieden + Kennedy. P&G declared itself impressed by W+K's "track record of building strong relationships between brands and consumers."

It is also common knowledge in adland that P&G global marketing officer Jim Stengel has parleyed with W+K president Dan Wieden over marketing matters on several occasions over the past two years.

The account's worldwide value is not known but P&G spent some $10.2 million (€8m; £6m) in its home US market last year, according to TNS Media Intelligence.

Data sourced from Wall Street Journal Online; additional content by WARC staff