P&G's new model for client–agency relationships

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

Procter & Gamble is challenging its agency partners to help solve a problem that moves well beyond enhancing sales, brand equity, or consumer awareness.

Marc Pritchard, chief brand officer, Procter & Gamble

"We gave ourselves a brief: Reinvent agency...

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