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...