Dive Brief:

• Last week, Proctor & Gamble announced it would be divesting, discontinuing or merging 90 to 100 of its brands – making many of the smaller or weaker brands worried about their future. 
• Agencies that work with P&G brands also have reason to feel uneasy – the uncertain future of the brands means some agencies might lose work. 
• The P&G portfolio updates is also likely to put more agency decisions in the hands of each specific brand, which means many brands may choose to change up agency rosters. 

Dive Insight: 

The P&G shakeup isn't necessarily a reason for agencies involved to be nervous, but they should be cognizant of what is happening and be ready to react to a variety of scenarios. It could actually be positive for some agencies who may gain business after brands are shed from P&G's umbrella, or from the merging of two or more brands.