Exclusive: P&G programs computer to rate creativity; Evaluates non-roster shops.(News)

Byline: JACK NEFF

Procter & Gamble Co. has put in place a computerized system that uses advertising awards-including a measure of awards per client dollar spent-to rate the creative output of its agencies and others. It's the latest of several steps by the once-staid marketer to improve creativity of its ads, and could be used as a tool to determine brand assignments.

The system, created by the Cincinnati Consulting Consortium, a federation largely of former P&G executives, tracks agency performance in global, national and regional award competitions to rate creativity. It also factors in agency revenue either by local shop, global network or even holding …