CINCINNATI: Procter & Gamble is narrowing its roster of nine brand-focused agencies to five in a comprehensive restructuring plan, intended to help the consumer products giant establish a more collaborative environment between the company and its agencies, as well as between the agencies themselves.After the restructuring, which will take effect in July, DeVries Public Relations, Manning Selvage & Lee, Porter Novelli, Paine PR, and Marina Maher Communications will serve as the company’s brand agencies.
“The main reason for this is, influencer marketing, which is the term we use collectively to describe the proactive work we do on behalf of our brands, is becoming a more and more important area of marketing for us and we really felt we needed to take a step change in terms of our capability and really step up to be able to do a lot more work,” said Laurie Steuri, associate director of corporate external relations at P&G.
Steuri stressed that the restructuring had nothing to do with quality of service.
“This is not about cutting agencies based on performance,” Steuri said. “This has been a very difficult process for us.”
The company did not consider any outside agencies for those five spots. She added that the consolidation would not shrink the company’s PR budget.
An extended version of this story will appear in Monday’s edition of PRWeek.