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P&G plans to break the mold with a new agency model dedicated to its North America Fabric Care business.
“This is the next step of our agency reinvention activities where we are developing new models to get breakthrough creativity with greater speed and efficiency,” a P&G spokesperson told Adweek. “The Fabric Care model focuses on ‘people first’ by identifying star talent that creates work like the ‘It’s a Tide Ad’ from the Super Bowl, and bringing the talent together to more consistently get breakthrough creativity at the speed of the market.”