P&G Shuffles Digital Agency Line-up

Procter & Gamble has reformulated its roster of approved interactive and digital marketing agencies, dropping two firms and initiating four new relationships, according to a company spokesperson.

The new line-up of consists of seven firms. They are imc2, Bridge Worldwide, Critical Mass, Digitas Boston, Avenue A/Razorfish in New York, Euro RSCG and Resource Interactive.

Among the anointed, imc2 and Bridge were previous roster agencies; and Digitas came in through the acquisition of its client Gillette.

Agencies no longer in the roster include WhittmanHart Interactive, Chicago and Grey Interactive. Grey will continue its work on CoverGirl and Pantene, but will not be considered for other P&G brand assignments.

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