Procter & Gamble is challenging its agency partners to help solve a problem that moves well beyond enhancing sales, brand equity, or consumer awareness.
"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) 2018 Accelerate conference in Miami Beach, Florida.
And what was the impetus behind this process? Because, in short, the entire marketing ecosystem is in flux: Startups are taking on legacy brands...