P&G Tightens the Roster

P&G has cut a few agencies from its approved roster, and added a few more. You can check AdAge for the list of agencies. There's no reasons listed, but its clear that Critical Mass was able to get themselves inside the Towers without even being on "the list".

The notion of the approved list has always been a bit troublesome. Its hard for an agency to devote resources to pitching to get on a list. They're doing work not to win business, but to win the opportunity to win business. And, really, what is the point of a list if non-list agencies (like CM) are still able to get in the door? Plus--there is so much partnering and sub-contracting that it seems like trying to boundaries around a fog bank.

This is, of course, not even considering the definition of an Interactive Agency. Lots of traditional agencies are very comfortable building Web sites. So--congratulations to those on the list, but one really has to wonder what it actually means.