The World: Cincinnati - P&G appoints direct response agency for TV spots

Procter & Gamble has shunned its roster networks to appoint a small Cincinnati direct response agency to make mass-market TV ads.

The agency, called Red, produced a 30-second spot for P&G's super-concentrated laundry detergent, which is currently being tested in Iowa, before a national roll-out later this year.

The move reflects what is seen as a growing willingness by P&G to go "off-roster" to assign creative work. Saatchi & Saatchi in New York and Leo Burnett in Chicago usually handle P&G's detergent brands.

Red started out as P&G's in-house production company, but was spun off six years ago as an independent agency.