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

Carat and Hearts & Science both win bids for work

Procter & Gamble logo on a phone
The CPG giant also switched up its production model last year. Getty Images

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.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.
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