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Procter & Gamble has launched an initiative called “The Agency Renewal Project” to examine its advertising processes and agency relationships from top to bottom.
The goal is to enable P&G and its agencies to become quicker and more efficient in developing ads while increasing the quality of the creative product.
Wendy Jacques, a representative for P&G in Cincinnati, confirmed the program, which has been under way since November, sources said. Jacques said that developments such as the Internet and media fragmentation prompted the move.
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