Procter & Gamble "reinvents" the agency relationship

Procter & Gamble, the consumer goods giant, is seeking to transform its agency relationships across a range of dimensions.

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.

Marc Pritchard,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands