Two years after shifting its Gillette business away from BBDO, Procter & Gamble is moving Venus, Braun and Art of Shaving as well, P&G has confirmed. As was the case in 2013, Grey is the beneficiary.
Collectively, the brands spend nearly $50 million in media last year, according to Kantar Media.
The shift makes sense for two reasons. For one, Gillette, Venus, Braun and Art of Shaving are all grooming brands and make sense to be aligned under the same agency. For another, P&G is in cost-cutting mode and will no doubt save money by bundling all the business at a single shop.
That said, BBDO continues to work on other P&G brands around the world. In late 2013, for example, BBDO Guerrero in Manila created a campaign for Pantene that Facebook chief operating officer Sheryl Sandberg later described as "powerful."
BBDO and Grey declined to comment, referring calls to P&G, which acknowledged the shift.
"This decision was not based agency performance but grounded in a choice to operate with a 'one grooming' agency model." said a P&G represenative, in a statement. "We believe this approach … is more strategic, more efficient and will better leverage the power of our grooming scale."