P&G’s Marc Pritchard To Debut Dedicated Creative Agency By July

P&G’s Marc Pritchard To Debut Dedicated Creative Agency By July
SHARE
THIS



P&G’s Marc Pritchard (pictured below) has announced the company will open a dedicated creative agency to service its North American Fabric care business by July.

Ever the crusader for unification, the agency will be made up of talent from Saatchi & Saatchi, Grey, Marina Maher Communications and Hearts & Science.

marc-pritchard-proctor-and-gamble

The creatives will work under the same roof in P&G’s New York and Cincinnati headquarters.

The shop, which is yet to receive a name, will be headed up by Saatchi & Saatchi New York CEO Andrea Diquez.

Speaking at the 4A’s Accelerate conference in Miami, Pritchard said, “Think of it as an interactive agency that focuses first on people, so that the creative talent, the account talent, the planning talent, the media talent comes together on an integrative basis to create the best creativity.

“And creativity includes media, it’s part of an integrated model. This is the most integrated model we’ve ever had,” he added.

The shop will look after roughly $525 million (AUD$679m) of media spending, equal to 20 per cent of the company’s total spend for 2017.

For Pritchard, the agency will offer a “people-first model”, where creatives from a number of different holding companies will come together and contribute harmoniously.

 

“It’s not P&G people doing creative work. It’s professional creatives doing creative work, but on an integrated basis coming together to be able to get even more creativity,” Pritchard said.

“You now have a community of creatives working together.”

“What it’ll also allow them to do is optimize digital media, with social media and search and those kinds of things to get the best reach and cost per reach.”

 

In early March, Pritchard encouraged agencies to “strip away anything that doesn’t add to creative output” while speaking at the Incorporated Society of British Advertisers (ISBA) conference in London.

Proctor told the audience that P&G – the planet’s biggest ad spender – had slashed the money it spends on “wasted media” by half, having already reduced the figure by some 20 per cent.

Last year, Pritchard put these cost-cutting measures to the test, slashing $175 Million of “ineffective” and “unsafe” digital ads.

The cuts to spends were reportedly mostly done in the US market where P&G spends a reported $US2.4 billion a year on advertising.

In March of this year, PHD’s Mark Coad echoed Pritchard’s statements on consolidation, claiming adland has “lost its way”.

Speaking on a panel at an event by the Australian Association of National Advertisers and hosted at PwC’s Sydney headquarters, Coad urged agencies and marketers to take more responsibility in understanding the legal and structural relationship between them.

“Very rarely these days do we go into a pitch without it being some kind of fixed-price model, and if you’re going to hold an agency to a fixed-price model, then you can’t also have your cake and eat it too, can you?”

Latest News

Nine Appoints 9Honey Editor
  • Media

Nine Appoints 9Honey Editor

B&T's editor was coincidentally dribbling honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine