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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