ADVERTISING

Procter & Gamble Cuts Ad Agencies: Procter & Gamble Co., one of the nation’s biggest advertisers, said it is consolidating responsibility for its national television buying in two ad agencies instead of six. Beginning next September, D’Arcy Masius Benton & Bowles will buy ads to be broadcast during daytime, prime-time and late-night network programs as well as syndicated shows. Wells Rich Green BDDP Inc. will assume that responsibility for news, sports and cable television programs. The four agencies that will no longer handle national TV buying for the Cincinnati-based consumer-products giant are Tatham-RSCG, Leo Burnett, Saatchi & Saatchi and N. W. Ayer.