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.


  1. In-housing enables brands to dramatically reduce the amount of time required to generate fresh creative, and rapidly boost their internal knowledge and skillsets.
  2. Through drawing lessons from tech companies in Silicon Valley, Procter & Gamble has been able to develop agile practices capabilities.
  3. Enabling agencies to co-locate with brand teams has yielded deeper, stronger relationships and powerful results.