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

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Marc Pritchard, chief brand officer, Procter & Gamble

"We gave ourselves a brief: Reinvent agency and client partnerships – and do it together. Because that's the only way forward," Marc Pritchard, P&G's chief brand officer, explained at the 4A's (American Association of Advertising Agencies) 2018 Accelerate conference in Miami Beach, Florida.

And what was the impetus behind this process? Because, in short, the entire marketing ecosystem is in flux: Startups are taking on legacy brands, agencies are facing new competitors like consultancies, and digital platforms are witnessing a heightened level of scrutiny from the public and legislators alike.