Bromley, Dieste Challenge N.Y. Incumbent
DALLAS–Three shops have emerged as finalists in the Latino agency search being conducted by The Gillette Co.
Making the cut from an undisclosed field of preliminary agencies, according to sources, were Bromley, Aguilar & Associates in San Antonio, Dieste & Partners of Dallas and incumbent Vanguard Communications in New York.
Executives at those agencies referred calls to the client last week. Leslie Card, manager of communications for Gillette’s North Atlantic group, declined to comment on the review process.
The finalists were awaiting pitch assignments at press time. Gillette representative Eric Kraus confirmed the agency search in October, but declined to specify which assignments would be awarded.
Sources said the winning agency may be asked to develop a promotional campaign beginning early next year. That effort would incorporate both the men’s and women’s line of grooming products available from the Boston-based company.
Vanguard Communications’ as-signments have included translation of television and print ads created by Gillette’s general market agency, BBDO in New York.
Gillette spends approximately $2 million annually on Hispanic marketing, according to Kraus.
The company’s products include the Sensor, Trac II and Mach3 shaving razors, as well as Right Guard antiperspirant.
The consumer product supplier launched a $200 million global advertising campaign for the new Mach3 razor in August.
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