P&G Changes its Review Rules

By Cristina Merrill and Michael McCarthy





NEW YORK–The parameters Procter & Gamble has set for the review of its $1.2 billion TV buying and planning account are dramatically different than the criteria for any of its previous agency evaluations.





For the first time, P&G will seek to divide its agency roster into the haves and have-nots, sources said. Only P&G’s four biggest roster shops–Leo Burnett, Grey Advertising, Saatchi & Saatchi and TeleVest, a unit of The MacManus Group which handles the bulk of P&G’s TV buys–are expected to participate in the review, sources said.