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CHICAGO Procter & Gamble has assigned marketing duties on its Oral-B products to French holding company Publicis Groupe, to manage everything from advertising to package design and public relations.
A company representative termed the arrangement a “pilot program” that may influence the way the packaged-goods giant manages its agency relationships in the future.
“Implementing an agency model that moves us from many separate agencies to one team, one leader and one purpose for a franchise will strengthen accountability, simplify decision-making and generate bigger, better, more holistic ideas,” said the company’s global chief marketing officer, Jim Stengel, in a statement.
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