Procter & Gamble has divulged that it no longer outsources ad creation for its Secret deodorant brand, with the in-house team now taking on the task, resulting in a cost saving to the company, according to a report by AdAge.
Speaking at a Deutsche Bank investor conference in Paris, P&G Vice Chairman-Chief Financial Officer Jon Moeller stated that Secret, “no longer has an agency of record. The brand team has become its own agency, bringing in nearly all advertising creation and media planning.”
The account was said to have been reviewed earlier this year after P&G ended the contract with Wieden & Kennedy.
By taking the account in house Moeller stated that new ads are, “being created in as little as a tenth of the cost of traditional executions.”
He continued that compared to an average production time of three to five months when created via an agency, “The time from idea to execution has significantly reduced, producing content in under a month.”