Marc Pritchard, the Chief Brand Officer at Procter & Gamble, had a tough message for agencies.

The Cincinnati, Ohio-based company, he explained at the Association of National Advertisers' (ANA) 2018 Media Conference, is bringing a range of marketing tasks within its own four walls, and transforming the way it works with the shops that remain on its roster.

"Over time, our marketers have steadily outsourced work to agencies, resulting in too many touchpoints between brand managers and consumers, and a lot of project management versus true brand management," Pritchard told the ANA assembly in Orlando, Florida.

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Marc Pritchard, Chief Brand Officer, Procter & Gamble

"We're bringing more media planning in-house; that's why we're taking more control over the buying negotiations; that's why we're taking more control of 'hands on keyboard' of our brand managers to be able to optimize."