Procter & Gamble (P&G) has said that nearly 30% of its $7 billion global media spend is now planned in-house. P&G has made no secret of its in-housing ambitions, saying in 2018 that it would begin to manage some portion of media, production, and creative itself. Just one year later, at the start of 2019, it orchestrated a massive overhaul of its media agency structure in North America to fuel this plan.
