P&G Moves Tampax to Publicis

Leo Burnett loses lead role to sister shop

Procter & Gamble has shifted its Tampax creative business from Leo Burnett to Publicis.

Both agencies are owned by holding company Publicis Groupe. The assignment, which P&G characterized as "brand agency leadership," includes oversight of other agencies working on Tampax. The shift takes effect in July.

Media spending on Tampax totaled $35 million last year, up from $26 million in 2011, according to Nielsen. The brand spent about $44 million in 2010. Those totals don't include online advertising.

Tampax's current roster includes Leo Burnett for digital as well as Publicis Groupe agencies StarcomMediavest (media planning), MSL (public relations) and Arc Worldwide (shopper marketing). While none of those responsibilities have shifted—at least for now—any other changes will be determined in the process of transitioning the lead role to Publicis, a P&G representative said.

"As we refresh our strategy for continued growth for the brand, we believe the time is right for a new approach in our communications, including an agency change, and that Publicis can provide a fresh creative approach to help us with our growth plans," the rep added.

Leo Burnett had created ads for Tampax since 1997, even before the agency was acquired by Publicis Groupe. The agency shifted into the brand agency leadership role in the past few years. (P&G instituted that role, which the packaged goods giant now uses across its major brands, in 2009.)

While the assignment is global, Tampax's core markets are North America and Western Europe.

Leo Burnett remains a significant P&G agency, with lead creative responsibilities on brands such as Always, Whisper, Discreet and Natural. 

"Leo Burnett continues to be energized by the growth and opportunity across the balance of our FemCare portfolio for P&G," said Tom Bernardin, CEO of Leo Burnett Worldwide. "We welcome our Publicis colleagues to the equation and know that together we will help P&G drive further and faster to success and innovation."