Upshot Puts On P&G Cosmetics

Continuing its push to find new ways and resources to help it react to the market more quickly, Procter & Gamble has added promotional marketing agency Upshot here to its roster.
Upshot president John Kelley said his shop has been designated “an agency of record for marketing innovation” for P&G’s three cosmetics brands: Cover Girl, Max Factor and Oil of Olay Color Collection.
Kelley declined to delineate specifics of the assignment other than to say it flows from the Organization 2005 initiative P&G executives detailed at the company’s shareholders meeting in October. At that time, Durk Jager, who takes over as P&G president and chief executive officer next month, pledged that the company would find ways to be “the innovation leader” in each of its business categories.
“Our role is to develop innovations, in all disciplines except advertising, and create breakthrough ideas that build the brands and the [cosmetics] category,” Kelley said. “We’re charged with creating programs no one else has done, not just to do [standard] promotional marketing.” He declined to discuss billings for the account.
Upshot’s relationship with P&G began in February with an assignment to “revitalize the in-store experience” for the Cover Girl brand. The results of that assignment, which he said involved “re-evaluating all points of consumer contact with the brand,” will be in place at retail locations this month, he said.
The relationship with P&G developed from there, and now includes a total of 10 marketing programs covering the three brands.
Grey Advertising, New York, handles advertising for Cover Girl; Leo Burnett, Chicago, handles Max Factor; and Saatchi & Saatchi, New York, handles Oil of Olay cosmetics.
Upshot also handles promotional work for such clients as Coca-Cola (for which it is creating a national Coca-Cola Classic summer 1999 promotional program), Anheuser-Busch, SBC Communications, Sony and Ford Motor Co.