AdAge delivers an inside look into Woven, P&G's in-house strategy | RevThink

AdAge delivers an inside look into Woven, P&G’s in-house strategy

A year later, obvious successes, but more departures than perhaps was anticipated

It has been almost a year since we first heard of P&G’s cross-holding company, internal agency model (when I warned in Newsletter #114: “In-house marketers, do not emulate P&G’s new model… yet”) , and now we have a progress report via AdAge (above). Woven, which is *not* a standalone legal entity, “comprises personnel from two agency holding companies plus in-house media planning and buying”, and is being watched closely by insiders *and* outsiders “for how in-housing will work for CPG”. This update above is absolutely worth a read, both for how Woven may be precedent for other in-house agencies, and for how quickly early key executives have left (where they went instead).

7 Ingredients™ tags: Creative, Production, Marketing, Operations

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