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Procter & Gamble has made a big deal lately its desire for better work. Now a dispute over creative direction has led to high-level executive changes on one of its top brands at Saatchi & Saatchi here.
The top account person on Tide, global equity director Marie McNeely, has been taken off the business at her request, as have Sarah Barclay, a creative director on Tide and its European version, Ariel, and two high-level planners.
The team had been struggling to craft a new creative direction, and their frustration peaked last month when the client killed a fairy-tale-like spot for Tide with Downy, sources said.
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