Aarti Shah CINCINNATI, OH — Procter & Gamble has embarked on a review of media measurement agencies, including those related to social monitoring. Paul Fox, director of corporate comms at P&G, confirmed the company is “currently reviewing our media measurement practices to ensure we capture the full, business-building value of earned media and its impact on the reputation of P&G and our brands.” P&G has previously worked with NM Incite, a joint venture between Nielsen and McKinsey, which lists the company as a customer. Its offering is intended to tap into measurement science and management consulting. Fox noted, “This was a mutual decision to review and we expect it will take several months to complete.” This was originally published at The Holmes Report