P&G transforms advertising with in-housing, agency co-location and Silicon Valley tactics

Procter & Gamble, the FMCG company, has changed its working patterns with agencies as it adapts to changing realities in the marketplace.

Marc Pritchard, Procter & Gamble’s chief brand officer, has been challenging the legacy and standards of agencies by pushing for heightened creativity and taking various advertising tasks in-house.

“We’ve been discerning and identifying what skills and capabilities we have” and comparing those strengths with the offerings from agencies and third-party suppliers, he told WARC in an interview at the Association of National Advertisers’ (ANA) 2019 Masters of Marketing Conference.

“You have to ask yourself the question, ‘Can we do that work in a more efficient, and effective, and faster way than outsourcing it to...

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