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NEW YORK Critical Mass has landed interactive duties for Procter & Gamble’s Pampers brand following a review, a representative for the packaged-goods company said today.
The interactive agency, 50 percent owned by Omnicom Group, will handle U.S. Web site and other online initiatives for Pampers. P&G put $263,200 behind online measured media for the diaper brand last year and $341,600 for the first six months of this year, according to TNS Media Intelligence/CMR.
The decision comes after the Cincinnati-based client considered a handful of undisclosed roster and non-roster P&G shops.
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