Hasta La Creative!

Procter & Gamble has launched a review of its North American media business, Adweek reports.

P&G is the largest advertiser in the U.S., spending an estimated $2.6 billion annually, according to Kantar Media. The account is currently split between Starcom’s MediaVest, which handles most of the business in the U.S. and Dentsu Aegis’s Carat, which handles media buying in Canada. It is unclear if either agency will participate in the review.

The move follows the decision last summer to divest or shed 90-100 of its brands and the appointment of Kristine Decker as brand director, North America brand operations in January. Late last month, P&G also announced its desire to “make deep cuts in the number of advertising agencies it works with, hoping to save up to half-a-billion dollars in fees.”

To raise awareness of the millions of children going without clean water each day, Unicef is challenging you to see how long you could deny yourself something as simple as checking your phone.

Mobile visitors to UnicefTapProject.org can join the challenge (and help raise money for the cause) by following a few simple instructions and putting their smartphone down. For every 10 minutes you leave your phone alone, the project's sponsors will fund a day of clean water for needy kids worldwide.

The mobile Web app is currently in beta and scheduled for official launch March 1. Droga5 helped to conceive the campaign, part of an annual program now in its eighth year, and MediaVest serves as a media partner. While your phone is parked, the site fills your screen with stats and information about the need for clean water. It also encourages you to keep going and contrasts your elapsed time with the number of frivolous tweets, texts and Instagrams that have been posted while you've been participating.

Surely, even hardcore mobile addicts set down their phones for 10 minutes each day—perhaps while taking a nice hot shower, which millions of less-fortunate folks around the world would view as a luxury.