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 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...

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