P&G Branching Out

Procter & Gamble has enlisted Deutsch for creative and media planning on its new interactive cosmetics business, Reflect.com. Separately, in recent weeks the company has contacted other nonroster shops, including Fallon McElligott and Goodby, Silverstein & Partners, to discuss additional creative assignments.
The moves appear to signal a new willingness on P&G’s part to work with agencies that are smaller and more creatively oriented than the multinational packaged goods specialists now in its stable.

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