P&G TV agencies eye yearend consolidation

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Procter & Gamble Co., as expected, has sent letters to its roster agencies informing them the nation's biggest advertiser will consolidate planning, scheduling and buying for TV at one agency of record (AA, March 17). Total spending will be nearly $1 billion. The agencies are D'Arcy Masius Benton & Bowles and its sister TeleVest, Wells Rich Greene BDDP, Grey Advertising, Saatchi & Saatchi Advertising, N.W. Ayer & Partners, and Jordan, McGrath, Case & Taylor, all New York; and Leo Burnett USA and Euro RSCG Tatham, both Chicago. Agencies will present in October; a decision is expected in late November or early December.

Copyright May 1997, Crain Communications Inc.

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