Grey Adds Max Factor in U.S.

NEW YORK Procter & Gamble has consolidated its North American cosmetics business at WPP Group’s Grey by moving the $30 million U.S. Max Factor account to that shop from Publicis Groupe’s Leo Burnett, the client confirmed.

Grey already handles the client’s Cover Girl brand, which had 2004 U.S. media spending of $95 million, per Nielsen Monitor-Plus.

A P&G representative said the company moved the domestic Max Factor business from Leo Burnett in London, which will continue to handle the brand outside the U.S.