It looks like P&G made its announce ahead of the 1pm EST time that we were hearing about today, as Grey indeed has won the Gillette business, thus ending a review that lasted seven months (judging by the tips box, P&G made the announce as early as 11am today). We were told by those in the know that staffers were on “pins and needles” for the last few days–for obvious reasons–though as far as we know, Grey was tipped to win Gillette as of last week.
Of course, the agency folks can now breathe a sigh of relief and pop open the champagne as their agency’s officially picked up global ad duties for the men’s shaving/grooming brand (hell, we still swear by our Mach 3), which were previously handled by BBDO (the agency’s relationship with Gillette dates back half-a-century). The latter agency along with Saatchi & Saatchi were reported to have been the other finalists in the review.
Update: And as expected, our sources have sent us an internal memo from Grey regarding the Gillette win. After the jump, you can read the agency chairman/CEO Jim Heekin’s note to staff, who from what we’re hearing will be partying it up tonight:
“We received the sensational news that Grey is the winner of the global Gillette account, one of P&G’s crown jewels, and its premiere men’s line.
We have been awarded the lead creative responsibility for this iconic brand after an almost eight-month review. Along the way, we bested Wieden & Kennedy, Saatchi & Saatchi and BBDO, the 80-year incumbent. The trade press estimates billings of $146 million for traditional advertising in the U.S. alone, not to mention digital advertising.
It was one of the most high-stakes, most-watched competitions of the year and this vote of confidence in Grey from our longtime partner, P&G, will resonate around the world with the press, current and potential clients.
This truly global effort was led out of New York and brought together dozens of our best and brightest from around the world. Special thanks to Tamara Ingram, Tor Myhren, Michael Houston, Debby Reiner, Suresh Nair, Nils Leonard, Jeff Stamp, Leo Savage, Louis Tristram, Howard Roberts, Jay Ferguson, Liz Gilchrist, Trevor Mundt and the countless others who made significant contributions to this victory. I’d also like to acknowledge and thank Possible and Dialogue for the important role they played in our success.
In the ongoing saga of Grey’s race to the top, this is an achievement to celebrate and savor. Grey’s Famously Effective ideas never looked so good. Congratulations to all and our deepest thanks to P&G.
GREYgroup | Famously effective since 1917
Jim Heekin, Chairman & CEO”