Four compete for P&G pan-European digital brief

The FMCG giant Procter & Gamble is to hold a pan-European pitch to overhaul the web presence of some of its key brands including Ariel, Fairy and Daz.

A shortlist of four digital agencies has been drawn up for a pitch that will be conducted from P&G's Brussels office. The first round is due to kick off next week.

Historically, the company has used a range of agencies with no strict roster. The pitch is one of its largest digital initiatives and shows the desire to establish a more cohesive digital offering.

The overall brief involves around nine of P&G's brands across Europe from within its fabric and homecare product ranges.

Other brands with a UK presence which are in line for a digital overhaul include the washing detergent Bold and its softener-inclusive variant 2in1, and the fabric softener Lenor.

The task will involve a total of 35 websites - the Ariel brand alone has a total of 14 country-specific websites - and is likely to involve the development of a homepage template for each brand and a roll-out of local language variations.

The German-based Saatchi Interactive agency is acting in a consultancy role for P&G, but is not pitching for the task to overhaul digital.

P&G's move to spruce up the creative look and feel of its websites follows last year's directive to its above-the-line agencies to raise creative standards.

It is believed that the digital divisions of P&G's above-the-line agencies, including Saatchi & Saatchi's integrated digital team, Grey Interactive, Arc Interactive and Leonardo, have not been called into the pitch.