World's biggest advertiser P&G switching agencies in US

New York

PROCTER & Gamble (P&G), the biggest advertiser in the world, announced on Monday that it was moving the bulk of its North American media buying and planning business to Omnicom from Publicis Groupe, in a sweeping change that underscores the broader upheaval in the ad industry.

Over the last year, a wave of companies, including Unilever and Coca-Cola, have questioned their ad spending as they looked to cut costs and overhaul their marketing strategy in an increasingly digital age.