![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhq2O5gErsf5bozpq7mRz2x1vdBwxDAMW5v5xYYO0NjzchUkkbexcG3cHYMhYYUYz9FnbNSippcypxmg4EXday1HpEDnf1hc0tycsen5PamttoR5C2iW5uffCXEwuHqS_QfeWcnme_RoHI/s320/PUR.jpg)
Account switches don't usually catch my (jaded) eye, but it's worth remarking upon today's news that
TBWA/
Chiat/Day
has joined the Procter & Gamble roster to advertise the company's
PUR water filtration systems. Such a move would have been unthinkable a few years back; now it's practically a necessity for even companies with the huge budgets that P&G commands to think outside the box about what shops deserve to be on their agency roster. As the
Adweek story I linked to above points out,
TBWA isn't the first agency with a strong creative reputation to land on P&G's roster of late—
Wieden + Kennedy has been working with P&G since 2005.
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