P&G finalises roster of digital agencies

LONDON - Procter & Gamble has ended its five-month Europe-wide digital advertising review by appointing Agency.com, LBi and Saatchi & Saatchi Interactive to its European roster.

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.

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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).