P&G and the agency of the future

When the world’s biggest advertiser speaks, the marcomms industry listens. And when it acts, or makes a proposal, then the industry either rubs its hands in glee, or more likely, goes into a panic.
Procter & Gamble has long been the world’s biggest marketer, spending upwards of $11bn a year. But the personal care colossus seems to have grown disenchanted in recent years, both at how much it has been spending, and how effective all that advertising has been.
My Green Square collea