NEW YORK—Procter & Gamble (P&G), one of the nation’s leading advertisers, announced major changes to the agencies that plan and carry out its media strategy.
Like a lot of other major advertisers, Cincinnati-based P&G has been concerned by how today’s fragmenting TV landscape and consumers’ busy lives have affected its ability to speak to consumers through advertising buys. While today a lot of that has to do with the television and print vehicles that have carried P&G’s advertising for decades, it’s increasingly encompassing such other forms as out-of-home advertising, sampling and alternative marketing, and public relations. Packaged goods giant P&G spent $2.8 billion on advertising last year, according to data compiled by Nielsen Monitor-Plus.
The decision—which had been heavily anticipated on Madison Avenue since the account came up for review in April—shifts the responsibility for media strategy to Starcom MediaVest Group and Carat North America. Mediacom and MPG, two other media buying agencies, previously had parts of the account along with Starcom MediaVest Group. Buying responsibilities will remain the same.
P&G executives said the shift would integrate the full range of communications into its marketing plan. "It’s really pushing the envelope to go beyond the traditional media, the core print and TV," noted Molly Marburger, a P&G spokeswoman. "It’s giving insights to where our consumer is and where they’re most receptive." That might include TV, depending on the brand and consumer lifestyles.
"We’re reaching beyond TV and print," Marburger added. "It doesn’t mean we’re eliminating TV and print."
Robert Liodice, president and CEO of the Association of National Advertisers, agrees that this doesn’t mean that the 30-second spot is going to go away anytime soon; it’s just going to change, and P&G’s move to holistic planning is part of that change. "I think it reflects marketers’ recognition of an integrated marketing communications plan for managing and building brands—smartly using all of the media vehicles available to it and using only those that provide the greatest degree of leverage for the brand," Liodice said.
Paul J. Gough reports on television for The Hollywood Reporter, a sister publication to SHOOT.
