p&GProcter & Gamble has earmarked five firms for various global PR duties among its myriad brands, following a review and companywide overhaul.

MSLGroup, Citizen Relations, DeVries Global, H+K Strategies, and MMK+, which includes Omnicom's Marina Maher Comms., Porter Novelli, Ketchum and FleishmanHillard, emerged from the process.

P&G has moved to consolidate its vast roster of brands, a bid that has included revmps of its PR, advertising, digital and media buying relationships over the past year under global brand officer Marc Pritchard. That has included sales (a $12.5B with Coty), mergers and discontinuations of brand names.

The company said its agency overall could reap as much as $500M in savings.

MSLGroup is owned by Publicis; Citizen Relations by BlueFocus; DeVries by Interpublic, and H+K by WPP.