Senior executives at Procter & Gamble, concerned that the company’s pan-European promotions and direct marketing are not always as “on brand” as it would like, has ordered the setting-up of a roster of below-the-line marketing agencies.

Currently, most such work is channelled through P&G’s mainstream agencies in Europe – Grey Direct, Saatchi & Saatchi, and D’Arcy-owned IMP – while a modest percentage goes to smaller agencies in local markets. Explains an insider: “The big thing … is how to make sure that all activity is 'on brand' and stir up agencies to ensure they do a good job."

The new roster will emulate the recently created pan-European interactive agency register and it is expected that the b-t-l search will be conducted along similar lines with five or six shops battling it out for a place in the sun.

It is also thought that the b-t-l arms of P&G’s mainstream Euro-agencies will be invited to pitch alongside a number of specialist rivals.

News source: CampaignLive (UK)