Advertising Industry
Industry: Email Alert RSS FeedDrops agency: P&G rethinks online strategy; Marketer decentralizes interactive efforts, encourages individual brand strategies.(News)
Advertising Age, October, 2002 by Neff, Jack
Byline: JACK NEFF
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Correction: * In ``P&G rethinks online strategy,'' (Oct. 21, P. 4), Grey Global Group's Beyond Interactive will continue to handle interactive media planning for some P&G brands. As stated in the story, it will no longer be the central interactive media-buying agency of record in the U.S. SmartWorks marketers will report to Willie Alvarado, who heads the unit, though the marketers also will work with corporate marketing executive Lisa Hillenbrand.
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Procter & Gamble Co. is dropping Grey Global Group's Beyond Interactive, New York, as interactive media-buying agency of record, effective next month, as it decentralizes marketing efforts in the discipline.
The move comes as one of P&G's top...
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