New York Times: Think only politics makes strange bedfellows? Look what Procter & Gamble has wrought.
The company long ago split up its advertising, with Tide laundry detergent now handled by Saatchi & Saatchi, Bounce antistatic dryer sheets by Leo Burnett Toronto and Downy fabric softener by Grey Worldwide. But now the company has put the scent of Febreze, its household odor freshener for fabrics, into all three products. So which agency gets to trumpet that fact?
Procter’s answer: All of them.
