P&G Debuts New Media Model, Taking More Work In-House to Give Brands 'Flexibility'

Carat and Hearts & Science both win bids for work


The world’s largest advertiser, Procter & Gamble, recently proceeded with its plan to take more North American marketing work in-house, this time on the media side, as billionaire activist investor Nelson Peltz continues to push the company to cut costs and improve profit margins.

For agencies, the latest stage of that process consisted not of a formal review but rather a round of internal bids among three parties, with incumbent media shops Hearts & Science and Carat and P&G’s own in-house team each bidding against one another on parts of seven separate categories of the North American P&G business, including fabric care, oral care, feminine care, personal healthcare, home care, skincare and baby care.

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