The three agencies will now be the main UK-based agencies of record for the FMCG giant, along with a small number of undisclosed European agencies.
Reducing the number of agencies on the roster is intended to help P&G take a more strategic approach to its digital advertising. The company has only selected agencies that have offices in multiple European markets.
LBi, the agency formed by the merger of Wheel, Fram- fab and LB Icon, is now understood to have been handed a brief to promote Lacoste's range of perfumes, with a focus on the Touch of Pink and Inspiration brands.
Saatchi & Saatchi Interactive has worked on campaigns for P&G in the past, producing websites for Crest and Pampers. Agency.com is new to the roster.
A P&G spokeswoman confirmed the review had been completed but declined to name the winning agencies. Agency.com, LBi and Saatchi & Saatchi Interactive also declined to comment.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.