P&G shakes up agency models as it puts the focus back on creativity

Procter & Gamble (P&G) is shaking up its advertising by creating three new agency models that seek to reinvent agency relationships and maximise efficiency.
One of the most significant changes is the creation of a multi-agency group that combines talent from rival agencies and is dubbed the ‘People First’ model. The currently unnamed agency group will bring together creatives from Publicis, WPP and Omnicom and is being headed up by Andrea Diquez, chief executive of Publicis G