• June 24, 2005

In another break from one of its long-standing traditions, Procter & Gamble Co. has reassigned a brand from one of its holding company roster agencies to an outsider. P&G, the world's largest advertiser, has moved its Eukanuba pet food line to creative powerhouse Wieden + Kennedy from Publicis' Saatchi & Saatchi unit, reports The Wall Street Journal. The move is another surprise in the transformation of P&G's marketing organization, which Chief Marketing Officer Jim Stengel has been trying to reengineer. Of course, the move isn't the first time P&G tapped an independent agency for an important account. Last year, P&G named Aegis Group's Carat unit to handle part of its communications planning account, along with Publicis' Starcom MediaVest Group. -- J.M.