Procter & Gamble is reviewing their mobile strategy. And their current mobile agency, Brand in Hand, is not part of the process. P&G is looking for an agency that can bring a global presence to its mobile strategy. Some agencies rumored to be involved are Starcom MediaVest Group, Razorfish and Digitas. According to Ad Age, P&G spent $4 billion in U.S. advertising in 2009.
P&G often leads the way for many other businesses. So, this strategy to move globally into mobile is fairly significant and worthy of most other business' attention. It's also worth noting that the fastest growing mobile countries are those in the developing world.