Stengel to Shops: Give Us More

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Jim Stengel has spent his first six months as global marketing officer of Procter & Gamble picking the brains of the com pany’s roster shops.

P&G wants more than just ads from its agencies, he said in a wide-ranging interview with reporters from the Adweek Magazines group. “I expect them to be highly involved in our business strategies,” Stengel said. “They are not executional shops. They are strategic partners.”

During two “core summit meetings,” he asked each agency to suggest an idea that would “change our company.”



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