P&G Streamlines I-Initiatives

The Procter & Gamble Company has plans to reduce the number of interactive agencies it currently has working on interactive projects. The Cincinnati-based maker of more than 300 brands will streamline its lineup of interactive agencies, with plans to reduce the total number to about 20 i-shops from 40 within the next 12-18 months.

In a statement, James Stengel, P&G’s global marketing officer, said the consolidation “will lead to greater integration in our marketing programs, simplified working relationships and reduced costs.”