Between the Lines: P&G takes digital plunge

The most surprising thing about Procter & Gamble's decision to appoint a European roster of digital agencies (page 1) is that it hasn't already got one.

P&G has long been talking about moving its vast ad budget away from mass-market TV and into more targeted communications including the internet, but evidence has been thin on the ground. Until now, it has used an ad hoc cluster of agencies to work on the occasional project, often with limited budgets.

That P&G's plans have emerged just two weeks after Campaign revealed that Unilever is also building a digital roster shows that time is of the essence.

It will also pose a bit of a problem for the two companies and their prospective agencies. Will shops be able to pitch for both pieces of business?

Are there enough good agencies or networks to staff two healthy rosters?

Nevertheless, it would be hard to overstate the significance of both advertisers finally showing signs of taking the medium seriously. Where P&G and Unilever lead, other marketers will follow.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).