P&G instructs roster to win awards

Procter & Gamble, the world's biggest advertiser, has embarked on a drive to improve its advertising creativity and has sent a mandate to its roster of networks outlining the award schemes it wants to be winning.

A creative drive constitutes a substantial change in direction for P&G; the company is more readily associated with poorly dubbed international ads for Head & Shoulders or the Daz doorstep challenge than with winning at Cannes.

In a memo leaked to Campaign, a P&G executive from its corporate marketing division addressed agency heads, including Grey's Ed Meyer, Saatchi & Saatchi's Kevin Roberts, Leo Burnett's Linda Wolf and Bcom3's Roger Haupt.

Entitled "Action request international and national advertising award schemes", the e-mail states: "As part of P&G's Outside/In plan, we want our roster agencies to be recognised for the top-notch work they create for P&G."

The memo cites a list of the leading international awards ceremonies, including Cannes Lions, D&AD and the One Show, at which P&G wants an increased presence.

It continues: "The Outside/ In team would like P&G's roster agencies to be proactive in applying for these with P&G work. When P&G agencies win awards for P&G work, it reinforces the message that P&G is constantly advancing the craft and working with the best agencies to build the world's best brands."

In what appears to be an effort by P&G to help agencies complete their applications, the memo contains a basic table of the awards schemes, including the location of the awards, entry dates and the judging panel expected.

It also contains a "categories and criteria for recognition" box which gives a basic breakdown of the media being judged in the ceremonies.

- Perspective, p2.

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