P&G's new model for client–agency relationships

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

Procter & Gamble is challenging its agency partners to help solve a problem that moves well beyond enhancing sales, brand equity, or consumer awareness.

Marc Pritchard, chief brand officer, Procter & Gamble

"We gave ourselves a brief: Reinvent agency and client partnerships – and do it together. Because that's the only way forward," Marc Pritchard, P&G's chief brand officer, explained at the 4A's (American Association of Advertising Agencies)