P&G Nears Pampers Interactive Decision

NEW YORK Procter & Gamble is expected to select an agency by the end of the month to handle U.S. Web site and online initiatives for its Pampers brand, a representative for the Cincinnati-based packaged goods company said today.

The decision will follow a review of undisclosed roster and non-roster P&G shops. The Pampers interactive incumbent, Bridge Worldwide in Cincinnati, is not defending, the rep said.

“It is one of our ongoing priorities to review agency support to make sure we have the best support for our needs,” the rep said.

Publicis Groupe’s Saatchi & Saatchi in New York oversees the Pampers offline account. In addition to Bridge, P&G’s other primary digital roster shops include Grey Global Group’s Grey Interactive, Whittman Hart in Chicago and imc2 in Dallas.