P&G reinvents agency relationships with new model that combines talent from rival agencies
Procter & Gamble has been promising to rid the ad world of its “archaic Mad Men model” and the company’s chief brand officer Marc Pritchard revealed the latest step in that strategy this week with a new agency model for creative that aims to get talent crossing the holding group boundary.
The as-yet unnamed agency will combine the very best people from WPP, Publicis and Omnicom to deliver campaigns for P&G’s US fabric brands. The idea has been dubbed the ‘People First model and the agency will be headed up by Andrea Diquez, chief executive of Publicis Groupe’s Saatchi & Saatchi in New York.
It’s hard to imagine how rival agencies can work cohesively in a group considering they are first and foremost competitors. And this model could lead to creatives one-upping each other rather than harnessing each other’s talent in a cohesive environment, plus it raises questins over how to divvy up the budgets. Yet despite these reservations, the model has already been used on this on this year’s Super Bowl Tide brand which was very well received.
It will be interesting to see if this sparks other brands to follow suit and try to combine different agency talent but without P&G’s status as the world’s biggest advertiser forcing rivals to work together might prove more tricky.
Tesco gets Clubcard back to rewarding loyalty
We’ve been waiting some time for radical changes to Tesco’s Clubcard loyalty programme. All the way back in 2014, the then Tesco CEO Philip Clarke pledged that a fully digital scheme offering tailored, gamified rewards would be ready by the autumn. Fast forward three and a half years and all we’ve had is an update that adds contactless technology to the card.
Over those years, however, the rest of the loyalty sector has moved on in leaps and bounds. Marks & Spencer introduced Sparks, a fully digital scheme that offers tailored, gamified rewards (sound familiar). While others such as Sky and, last week, Sainsbury’s have moved beyond simply rewarding money spent to looking at rewards for customer longevity.
It’s about time Clubcard got an update too. Tesco has laid the groundwork with the move to contactless and the introduction of Pay+, its mobile payments service and now CEO Dave Lewis is promising that is an “awful lot more we can do”. No details on what that looks like, but Clubcard could do with a real rethink if it wants to go back to being an industry leader in loyalty.