P&G in reinvention mode

<p>P&G has instructed its roster agencies around the world, </p><p>Asia-Pacific included, to formulate campaigns that more effectively sell </p><p>the FMCG's range of products. </p><p><BR><BR> </p><p>Agencies, therefore, have a freer hand in creative and strategy. But </p><p>failure to perform could could mean being dropped by P&G. Already, </p><p>however, the roster agencies are creating campaigns that have radically </p><p>altered P&G's advertising style. </p><p><BR><BR> </p><p>Leo Burnett's latest TVC for P&G, China, is a case in point. The ad </p><p>simply tries to persuades consumers to wash their hair more often. </p><p><BR><BR> </p><p>It does this by showing a man feeling attracted to a girl he sees </p><p>boarding the bus. As she sits down next to him, she flirtatiously flicks </p><p>her unwashed hair over her shoulder. Unfortunately, it hits the guy full </p><p>in the face. </p><p><BR><BR> </p><p>Disgusted he gets up and leaves. </p><p><BR><BR> </p><p>The tag line reads: "Did you wash your hair today?" </p><p><BR><BR> </p><p>The twist in the entire TVC was that no P&G shampoo brands were </p><p>highlighted. </p><p><BR><BR> </p><p>Since P&G is the market leader in the shampoo category, it didn't care </p><p>whether the ad helped rivals such as Unilever. </p><p><BR><BR> </p><p>Industry observers said the strategy represented a significant departure </p><p>from the P&G ads of just a year or two ago. </p><p><BR><BR> </p><p>In another campaign by Saatchi & Saatchi for P&G's Head & Shoulders </p><p>brand, cartoon animation was used. Again, the observers pointed out that </p><p>P&G seldom used animation to this extent. It was an attempt, they said, </p><p>to regain the high ground. </p><p><BR><BR> </p>