Ad shops and the P&G succession

Ad industry observers are suggesting Procter & Gamble could look to streamline its agency roster once current Chief Operating Officer Robert McDonald becomes CEO of the consumer products giant. P&G, which spends an estimated $8.7 billion a year on marketing, might look to eliminate smaller shops as it continues with its "brand franchise leadership model," under which specialists collaborate on a brand's marketing under the direction of a single leader.

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