P&G will ‘open-source’ creativity to offset next round of marketing cuts

Procter & Gamble (P&G) is turning to  “pooling production” and “open-sourcing” as it looks to continue its drive to reduce marketing spend.
The FMCG-giant’s marketing chief Marc Pritchard revealed the plans at an analyst event in Cincinnati last week. Driving marketing productivity, efficiency and effectiveness and slashing its once $8bn spend has been his remit, but that's so far seen it drastically tighten agency costs.
It has cons