Sources say Procter & Gamble is talking to companies such as MarketShare Partners, ThinkVine and Marketing Evolution with an eye toward scrapping their marketing-mix modeling in favor of something new. P&G, which spent $2.8 billion on U.S. measured media last year and billions more on promotions, had created a new system with Nielsen and IBM's DemandTec just two years ago. The company cut spending 5% last year, according to Kantar, but plans to increase outlays through June 30.

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