At a glance
Procter & Gamble, the consumer goods manufacturer, has transformed its agency relationships to take more direct control of the advertising process.
Why it matters
Brands need to work at a higher creative and executional speed than ever before, meaning that old business models must be updated. Agencies, in particular, cannot take weeks at a time to develop assets for their clients.
- In-housing enables brands to dramatically reduce the amount of time required to generate fresh creative, and rapidly boost their internal knowledge and skillsets.
- Through drawing lessons from tech companies in Silicon Valley, Procter & Gamble has been able to develop agile practices capabilities.
- Enabling agencies to co-locate with brand teams has yielded deeper, stronger relationships and powerful results.