Procter & Gamble’s (P&G) Marc Pritchard is calling for an end to the “archaic Mad Men model” as he turns his attention to cutting out the layers of complexity that he believes exist within the agency model.
Speaking at the Association of National Advertisers’ annual conference in Florida, Pritchard said marketers have been “steadily outsourcing work to agencies” but he believes this needs to stop because there are now “too many touchpoints” between marketers and the consumers they serve.
“We need P&G people much closer to the consumers they serve and we need fewer project managers and more brand entrepreneurs. This means renewed partnerships to work with agencies, not through them. We’ll pay for what creates value for consumers, and discern what work should be done by P&G people versus agency people,” he explained.
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