Whether this will go down as a watershed moment in advertising history is still a TBD, but there is no doubt that the talk of the town is Marc Pritchard's announcement that P&G is dealing directly with the networks and will no longer be participating in an "Industry Upfront." While Pritchard did say that the media agencies still have a role, he was not clear what that role is. It also appears that P&G is definitely intent on moving their media buying to a calendar year cycle versus the traditional September – August broadcast year. Whether other large marketers will follow and what impact this will have on the buying clout of agencies is to be seen, but it definitely has the industry abuzz.
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