P&G Picks Trio for Promotions Projects

LOS ANGELES Procter & Gamble has named three shops to handle what a client representative described as in-store retail and direct-to-consumer marketing projects.

Publicis Group’s Frankel will handle in-store activities for P&G’s respiratory brands, and the holding company’s Fayetteville, Ark.-based Saatchi & Saatchi X unit will handle similar chores for Prilosec. Omnicom Group’s Integer Group in Golden, Colo., picks up duties for P&G’s hair color products.

One source estimated the total fee for the business in the tens of millions of dollars, possibly as much as $60 million [Adweek, June 7]. P&G did not disclose budgets.

The three shops prevailed in a review the packaged-goods giant launched at the beginning of the summer to increase its return on an estimated $1.6 billion annual investment in retail marketing.

After evaluating dozens of retail-marketing specialists, P&G at that time cut its list to four or five shops, including the eventual winners plus a team led by Interpublic Group’s Draft and a Grey Global Group team, sources said.

The three winners demonstrated “one-stop capabilities across retail, health and beauty marketing,” said the client rep, who added “we are not awarding them all of the business. They are three agencies that now present other options in retail and DTC, and individual brands still have the option to use these agencies or others.” All three of the shops have previously worked with P&G.