Wieden Adds More Work From P&G

CHICAGO Procter & Gamble has increased its business with independent agency Wieden + Kennedy, handing the shop two new assignments and consolidating interactive duties on Old Spice with Wieden, the client said.

The Portland, Ore.-based agency now adds Old Spice interactive chores to the creative and media duties it already handled for the brand.

Additionally, Wieden picks up global creative duties on Escada fragrances and Graham Webb hair-care products. Escada will be handled out of the shop’s London office, while Graham Webb will be handled out of New York.

But Wieden is also losing a piece of P&G. The Cincinnati-based packaged-goods company moved its Eukanuba business from Wieden to Omnicom’s Integer Group, which is primarily focused on promotions and retail marketing.

P&G spent $60 million on domestic Old Spice advertising last year, according to Nielsen Monitor-Plus. Escada was listed at $4 million, and Graham Webb received $3 million in media support, per Nielsen.