B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • AFL
  • Pinterest
  • Anthony Albanese
  • Spotlight on Sponsors
  • AI
  • Agency Scorecards
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: P&G’s Marc Pritchard To Debut Dedicated Creative Agency By July
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > P&G’s Marc Pritchard To Debut Dedicated Creative Agency By July
Media

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

Daisy Doctor
Published on: 10th April 2018 at 12:32 PM
Daisy Doctor
Share
4 Min Read
SHARE

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?”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Creative Agency, Marc Pritchard, P&G, Procter & Gamble
Share
Daisy Doctor
By Daisy Doctor
Follow:
Daisy Doctor was a journalist at B&T from 2017 - 2019. She is also a Social Media Manager & Podcast Host.

Latest News

Heaps Normal Launches Mobile Sound System To ‘Turn Pubs Into Stadiums’
16/07/2025
Delicious. Produce Awards Turns 20
16/07/2025
Mountain Dew & PYRA Launch ‘Dew Drip’ Fashion Capsule Via VaynerMedia
16/07/2025
Agency Scorecard: Publicis Worldwide
16/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?