P&G's new collaboration model to bring rival ad agencies under one roof

The packaged-goods giant wants to build one dedicated creative agency made up of teams from its different ad holding company partners

One of the world’s largest advertisers Procter & Gamble is planning to bring in a new collaborative agency model that will help it cut costs and create more efficiency in marketing efforts.

The packaged-goods giant wants to build one dedicated creative agency made up of teams from its different ad holding company partners.

According to media reports, the P&G’s fabric care business in North America is creating a standalone agency consisting of talent from Publicis Groupe’s Saatchi & Saatchi, WPP’s Grey and Omnicom’s Marina Maher Communications and Hearts & Science. The employees are expected work together under the same roof, in dedicated offices in New York and Cincinnati, where P&G is headquartered.

Saatchi & Saatchi New York CEO Andrea Diquez will lead the new group as CEO, while retaining her broader Saatchi duties, the reports stated.

The announcement regarding this was reportedly made by Marc Pritchard, chief marketing officer of P&G, at the 4A's Accelerate Conference held on Monday in Miami.

“We need to continue to raise the bar on creativity and the ability to reach consumers in a new way,” Pritchard was quoted as saying in one of the reports.

The new agency model is expected to reduce the number of people working on P&G’s marketing efforts, strip away excess resources and ultimately save the company money.

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