P&G Pares Web Shop Roster

NEW YORK Procter & Gamble said it has cut its interactive agency roster to seven shops, following a company-wide review.

The seven roster shops are Omnicom Group’s Critical Mass, WPP Group’s Bridge Worldwide, independents imc2 and Resource Interactive, Havas’ Euro RSCG, and aQuantive’s Avenue A/Razorfish and Digitas. Cut from the roster were WPP’s Grey Interactive and independent WhittmanHart.

The loss of P&G is a blow to Grey Interactive, which counted the consumer goods company among its top three accounts. It did work for P&G brands such as Pantene and CoverGirl.

A P&G representative said the review took place following the company’s acquisition last year of Gillette, which used Digitas as its Web agency. She said it is too soon to say if Digitas would pick up more P&G business now that it is on the roster.

“We had an opportunity to review the current interactive agencies out there and what would be a best fit for our brands,” the rep said. P&G now plans to review its Web shop roster every two years.

P&G said the paring was based on three criteria: agency systems, performance and cultural fit.