The world's largest advertiser has contacted a number of international and local agencies with a brief to present across all brands in Western European markets.
Until now, P&G has allowed individual brands in each market to work with agencies of their choice. This latest move heralds a more strategic central focus on digital.
A spokesman for the FMCG company said: "P&G is conducting a thorough capabilities review of current and potential interactive agencies in Western Europe in order to develop more strategic capabilities in the interactive arena. We are continually looking for best-in-class interactive agencies that would bring the right capabilities, along with expertise and energy, to our brands."
Jim Stengel, P&G's global marketing officer, is one of the world's most vociferous advocates of following consumers away from TV into new communication channels. However, until now, P&G has only invested significantly in online in the US market.
Last year, P&G cut its spend on US television by 8% to $677.3m, shifting its budget into a variety of non-traditional media, including online. The company has launched new products, including a variant of its Secret deodorants, using primarily online campaigns.
In the UK and Europe, online activity has been more sporadic, although P&G has stepped up its investment in recent months.
The Pringles brand recently launched an online football-related campaign at www.pringleskeepyuppy.com. The push included a competition asking people to submit videos of themselves playing "keepy-uppy" with a packet of Pringles to win a place on the Pringles Dream Team football training camp.
In February this year, the P&G nappy brand Pampers launched an online campaign, created by Saatchi & Saatchi Interactive, to highlight the importance of sleep for babies. Additionally, Vicks First Defence used a viral game from Inbox Digital in March as part of an attempt to get people to see the nasal spray as a year-round product.
In the past, P&G has also used Glue London, Arc and Clark McKay & Walpole North for digital campaigns.
P&G has a global marketing budget of $6bn, the majority of which it still spends on television advertising. In the UK, its brands include Ariel, Fairy, Clairol, Head & Shoulders, Olay and Max Factor.
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