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Marc Pritchard of Procter & Gamble: With simplicity you get better and more focused work
6 de agosto de 2015
Procter & Gamble has been cutting the number of agencies it works with aggressively. According to P&G Global Brand Officer, Marc Pritchard, they are upgrading in order to get better quality and save dollars that hopefully could be reinvested into building brands. “As a result of new technologies and new capabilities, there have been a lot of agencies hired and related vendors. There is literally a long queue. We’ll still work with the big, capable creative shops. They’ll pick up more capabilities and do more things, and it will just be a lot simpler. We’ve found with simplicity you get better work, because it’s more focused, and you get better execution as well” Pritchard said. That doesn’t necessarily mean only bigger shops. Among agencies P&G has added to its roster Boomagers, a small startup shop that specializes in marketing to baby boomers, led the effort for what’s been one of the company’s most successful launches of the past year: Always Discreet adult incontinence products line. “It’s not about big or small. It’s about using the best Pritchard said. Thats why we still have a range of creative shops so we can get to choose the best work. And we’re always on the lookout for the best creative possibilities”.
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