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When Kevin Roberts joined troubled Saatchi & Saatchi Worldwide as CEO more than five years ago, he was greeted by serious problems on two flagship brands of the agency’s oldest client, Procter & Gamble. Before he had time to save Ivory soap, it had moved to Grey. The outlook for Tide detergent, and for the agency itself, for that matter, wasn’t much better. Roberts, a former P&G executive himself, was warned by top brass that the packaged-goods giant was about to pare down its agency roster and that Saatchi would be the first to go.
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