Why Pritchard’s speech is a clear sign agencies must ‘reshape’ for the future

Marc Pritchard, brand chief at the world’s largest advertiser Procter & Gamble, grabbed ad land’s attention (again) last week with his speech outlining the FMCG giant’s plan to take more control of creative and media as it looks to drive “growth with greater efficiency”.
As part of his call to action, he called for creative and media to be reunited. He said that while there were good reasons for separating the two functions at the time, he believes this has only