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.
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